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Making Presentations That

Stick

A guide by Chip Heath & Dan Heath

Selling your idea

Created in partnership with Chip and Dan Heath,

authors of the bestselling book Made To Stick, this

template advises users on how to build and deliver

a memorable presentation of a new product,

service, or idea.

How many languages do

you need to know to

communicate with

the rest of the world?

Tip

In this example, we’re leading off with something unexpected.

While the audience is trying to come up with a number, we’ll surprise them with the next slide.

Just one! Your own.

(With a little help from your smart phone)

Tip

Remember. If something sounds like common sense, people will ignore it.

Highlight what is unexpected about your topic.

2. Examples

By the end of this section, your audience

should be able to visualize:

➔ What

What is the pain you cure with your solution?

➔ Who

Show them a specific person who would benefit from your solution.

Meet Alberto.

He recently moved from Spain to a

small town in Northern Ireland.

He loved soccer, but feared he had

no way to talk to a coach or

teammates.

Tip

Tell the audience about the problem through a story , ideally a person.

A translation barrier

left Alberto feeling

lonely and hurt

Marco’s business.

Tip

Ideally, speak of people in very different situations, but where each could benefit from your solution.

Then, Marcos

discovered Google

Translate

He has his visiting customers speak

their camera issues into the app.

He’s able to give them a friendly,

personalized experience by

understanding exactly what they need.

From outsider to star

Alberto scored 30 goals in 21 games. He is now

being scouted by several professional clubs in the

Premier League. And he’s a favorite of the other

boys on the team.

See a short video on Alberto’s story

Tip

Stories become more credible when they use concrete details such as the specific complex moves Alberto learned through Translate and his 30 goals in 21 games performance stats.

3. Examples

People need to understand how rare or

frequent your examples are.

Pick 1 or 2 statistics and make them as

concrete as possible. Stats are generally not

sticky, but here are a few tactics:

➔ Relate

Deliver data within the context of a story you’ve already told

➔ Compare

Make big numbers digestible by putting them in the context of something familiar

More than 50 million Americans travelled

abroad in 2015

THAT’S MORE THAN THE

POPULATION OF

CALIFORNIA

AND

TEXAS COMBINED

Tip

When a number is too large or too small to easily comprehend, clarify it with a comparison to something familiar.

Source: travel.trade.gov

4. Closing

Build confidence around your product or idea

by including at least one of the these slides:

➔ Milestones

What has been accomplished and what might be left to tackle?

➔ Testimonials

Who supports your idea (or doesn’t)?

➔ What’s next?

How can the audience get involved or find out more?

What people are saying

Translate has

officially inspired

me to learn French

Abby Author, NYC

With this app, I’m

confident to plan a

trip to rural

Vietnam

Wendy Writer, CA

Visual translation

feels like magic

Ronny Reader, NYC

Quotes for illustration purposes only

Know a 2nd language?

Make Google Translate even

better by joining

the community.

Tip

Inspire your audience to act on the information they just learned.

Depending on your idea, this can be anything from downloading an app to joining an organization.