Guy Kawasaki, the head of marketing at Apple back in the 1980s, discovered the science behind pitching. He calls it the "10/20/30 Rule" and it's based on the principles of clarity and focus. He uses it in every presentation.
Whether you're pitching a tech startup or an ad campaign, the goal is the same you want someone to buy your idea.
Building a deck with the 10/20/30 Rule is all about:
Don't use your words. In a presentation, say only what you need to.
Pitching is like jazz. Like the notes you don't play, it's the words you don't say that make the difference. But it's not just about leaving room for discussion.
We have short attention spans. If you drone on for too long, you're going to lose people. Studies even show that your audience only retains about 65% of what you say. And the longer you talk, the less they remember.
Filling a slide with everything you want to say does two things:
The point is to not only make the type big enough for the client to read from across the room (which they'll probably be doing), but to be selective about what you put on that slide.
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