This morning I began writing a response to a comment posted on yesterday’s blog by Olivia Mitchell but as I did it slowly evolved into a post – so here it is. Olivia’s comment can be seen on yesterday’s post – Warning: PowerPoint may cause template thinking syndrome.
Olivia – thanks for some really good questions that have given me the opportunity to clarify CreativityWorks’ stance on some important issues.
Do I think that it’s better not to use PowerPoint at all? Yes, I do – and I’ll tell you why. In my experience, when clients are encouraged to cure themselves of PowerPoint template thinking more often than not they are amazed to discover that it’s not as essential to the success of their presentations as they thought – a bit like the reformed alcoholic who discovers that enjoying a party doesn’t always depend on having a drink.
Thinking of PowerPoint as your slave rather than your master fundamentally changes your relationship with it. It allows you to spend more time on the important parts of your presentation – the core message (proposition) and words. As a result PowerPower if used at all becomes an occasional accompaniment, not a guiding light. Many presentations, and presenters, find they improve dramatically when they abandon their knee-jerk reaction to the use of PowerPoint.
Martha and I had proof of this recently when we got feedback from a client who had worked with us on the closing keynote for a major conference. He’s a senior government adviser and he excitedly told us that he was the only one of ten speakers who didn’t use PowerPoint. He was delighted by the positive response of his audience – indeed, many of those who came up to talk with him afterwards could remember many of his points word-for-word.
This brings us to your question about exploiting the visual part of your audience’s brain so that they learn more. Visual thinking is at the heart of CreativityWorks’ approach. The best communicators use visual language – people can see what they mean. Just as it’s often said that “the pictures are better on radio”, we believe that the best way to engage the visual brain of an audience is to express your message in visual language.
In November 2007, Liberal Democrat Vince Cable stood up in the House of Commons and criticised new Prime Minister Gordon Brown’s vacillation over whether or not to hold a general election. He said: “the House has noticed the Prime Minister’s remarkable transformation in the past few weeks – from Stalin to Mr Bean.”
The juxtaposition of two such incongruous images – Stalin and Mr Bean – brilliantly encapsulated Gordon Brown’s fall from grace. No one listening had to make an effort to remember Cable’s imagery – and the power of Cable’s metaphor was so great that Brown’s brand has never recovered from it. I’m not sure that anyone would argue that Cables lampoon would have been even more effective if he’d been given special dispensation by the House of Commons to use PowerPoint!