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Presenting to Win: The Art of Telling Your Story [Hardcover]

Jerry Weissman
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Table of Contents



Preface: What's Past Is Prologue.


Introduction: The Wizard of Aaaahs.


The Mission-Critical Presentation.


The Art of Telling Your Story.


A New Approach to Presentations.


The Psychological Sell.


Company Examples: Cisco Systems.


Microsoft.


1. You and Your Audience.

The Problem with Presentations. The Power Presentation. Persuasion: Getting from Point A to Point B. Audience Advocacy. Getting Aha!s. Company Examples: Network Appliance. Luminous Networks.



2. The Power of the WIIFY.

What's In It For You? WIIFY Triggers. The Danger of the Wrong “You”. Company Examples: Brooktree. Netflix. Luminous Networks.



3. Getting Creative: The Expansive Art of Brainstorming.

The Data Dump. Managing the Brainstorm: The Framework Form. Brainstorming: Doing the Data Dump Productively. Focus before Flow. Company Example: Adobe Systems.



4. Finding Your Flow.

The 16 Flow Structures. Which Flow Structure to Choose? Guidelines for Selecting a Flow Structure. The Value of Flow Structures. The Four Critical Questions. Company Examples: Intel. Cisco Systems. BioSurface Technology. Tanox. Cyrix. Compaq Computer. ONI Systems. Epimmune.



5. Capturing Your Audience Immediately.

Seven Classic Opening Gambits. Compound Opening Gambits. Linking to Point B. Tell 'em What You're Gonna Tell 'em. 90 Seconds to Launch. Winning Over the Toughest Crowd. Company Examples: Intuit Software. DigitalThink. Mercer Management Consulting. Cisco Sytems. Yahoo! Macromedia. Argus Insurance. TheraTech. Microsoft. Network Appliance. Cyrix. ONI Systems. Laurel Elementary School.



6. Communicating Visually.

The Proper Role of Graphics. Presenter Focus. Less Is More. Perception Psychology. Graphic Design Elements. Company Example: Microsoft.



7. Making the Text Talk.

Bullets Versus Sentences. Wordwrap. Crafting the Effective Bullet Slide. Minimize Eye Sweeps with Parallelism. Using the Build. Bullet Levels. Verbal Style. Visual Style. Text Guidelines.



8. Making the Numbers Sing.

The Power of Numeric Graphics. Bar Charts. Pie Charts. Typography in Numeric Graphics. The Hockey Stick.



9. Using Graphics to Help Your Story Flow.

The 35,000-Foot Overview. Graphic Continuity Techniques. Presenter Focus Revisited. Graphics and the 35,000-Foot View. Company Examples: Intel. Modex Therapeutics.



10. Bringing Your Story to Life.

Verbalization: The Magic Ingredient. Spaced Learning. Internal Linkages. Internal Linkages in Action. Phraseology. Company Example: Central Point Software.



11. Customizing Your Presentation.

The Power of Customization. The Illusion of the First Time. External Linkages. Gathering Material for Customization. External Linkages in Action. Company Examples: Integral Capital Partners. Cisco Systems.



12. Pitching in the Majors.

End with the Beginning in Mind. It All Starts with Your Story. Practice, Practice, Practice. Every Audience, Every Time. Company Example: Microsoft.



Appendix A. Tools of the Trade.


Appendix B. Presentation Checklist.


Acknowledgments.


Index.

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