The bar is rising in presentation design. More and more people know how to design decent slide, more and more people know how to explain a business concept visually.

The challenge that remains is often a very specific point. In most cases, this is the answer to an "elephant in the room" question, a very specific answer to a question an ignorant but intelligent layman might have.

Most people burry these super important points inside a "standard" slide. "Oh, that is the point I make verbally when we present the competition slide."

I tend to make these points more in your face. Dedicate a specific slide to it. Even sometimes putting things straight in the headline ("No, we are not another Google").

These slides can be hard to design. The best approach is to listen really carefully when you explain it verbally to someone. "There are 3 groups of products, 1, 2, and 3, but none of them address y". "Gasoline engines can do x, but with electrical power we can do this.". "Up until now you could not see at nanometer level, but now it is possible". Look at the sentences and see what they do. Divide things in groups (boxes), contrasts between two options, "From to". Your language gives clues about what visual concepts to use. They don't have to be sophisticated, they just should be clear. 


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