"Do something like this"

I get this request sometimes, with an attached presentation of another company. Most of the time, the example presentation is actually not that good.

My theory of why it still appeals to a client? It is written in the same corporate language that she uses. As a company insider in a similar industry, she can instantly decode the language and it all makes perfect sense. Two CEOs communicate to each other in highly efficient compressed CEO speak.

The problem is a competitor CEO is unlikely to be the audience of your presentation...