I usually do not get draw into a fight, the exception was recently when a client asked me to design a presentation that was a response to a presentation by a competitor that was a direct attack on the company.

The competitor document consisted of 5 pages of dense text with long sentences written in a style of two children complaining in front of the head teacher: “She says, but that is not true, then I say, you see that I am right?”. Lots of quotes, lots of complicated arguments, no numbers, no visuals.

My design was different. One simple headline per slide, one simple fact or illustration to support it. I did not discuss any features of my client, did not repeat the sales story of my client. Just corrected fact after fact after fact. I think it works pretty well, it is just a bit a waste of all that negative energy that goes into aggressive presentations.

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