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Presenting to Win: The Art of Telling Your Story, Updated and Expanded Edition (Hardcover)
by Jerry Weissman
| Category:
Presentation skills, Communication skills, Persuasion, IPO presentation |
| Market price: ¥ 260.00
MSL price:
¥ 218.00
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| MSL Pointer Review:
A bible for power presentations, thorough analysis of the process of speech-making, with great insights, guidance and proven methods. |
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Author: Jerry Weissman
Publisher: FT Press; Upd Exp edition
Pub. in: November, 2008
ISBN: 0137144172
Pages: 288
Measurements: 9 x 6.2 x 1.1 inches
Origin of product: USA
Order code: BA01776
Other information: ISBN-13: 978-0137144174
Language: American English
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- Awards & Credential -
Jerry Weissman is the world's #1 corporate presentations coach whose private clients include executives at hundreds of the world's top companies, including Yahoo!, Intel, Cisco Systems, Intuit, Dolby Laboratories, and Microsoft. |
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- MSL Picks -
There will be 30 million presentations given today. The author is correct when he states millions of them will fail. Millions more will be received yawns, nods and even an occasional snore. Only a precious few will make that precious connection between speaker and listener.
Jerry Weissman is the master of the power presentation. Weissman has been working with top venture capitalists and entrepreneurs since Ben Rosen, the legendary venture capitalist, had him coach the CEO of Compaq Computer Corporation, Rod Canion, in 1987. Since working with Canion, he has coached hundreds of CEOs and senior executives from many of the most successful companies over the past twenty years, including Adobe Systems, Intel, Intuit, Microsoft, Netflix, and Yahoo.
In this book, Jerry Weissman, a corporate presentations coach, shows how to transform your presentations from the former to the latter. He shows how to transform your copy from dry, fact recitals into focused, compelling stories that demand attention, stories that communicate what is in it for your audience.
A focus on the customer's interests is the strong, recurring theme. The author helps you to clarify what is of interest to your audience, what is your objective, and how best to create and present the material. The sections addressing the specifics of PowerPoint slide creation and layout - with respect to both text and graphics - are particularly useful. An additional chapter in this edition addresses the unique challenges of presenting remotely, using online collaboration tools.
The techniques are not new. Yet, they are ignored by tens of millions of presenters each day. Spend a few days with this book prior preparing your next presentation and you stand a great chance of becoming one of the precious few who makes that connection with your precious audience.
(From quoting Craig L. Howe, USA)
Target readers:
Business executives, managers, CEOs of start-ups and all the other groups of people who want to be more effective in their presentation.
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Jerry Weissman, the world’s #1 corporate presentations coach, founded and leads Power Presentations, Ltd. in Foster City, California. His private clients include executives at hundreds of the world’s top companies, including Yahoo!, Intel, Cisco Systems, Intuit, Dolby Laboratories, and Microsoft.
Weissman coached Cisco executives before their immensely successful IPO road show. Afterward, the firm’s chairman attributed at least two to three dollars of Cisco’s offering price to Weissman’s work. Since then, he has prepared executives for more than 500 IPO road shows, helping them raise hundreds of billions of dollars. His techniques have helped another 500 firms develop and deliver their mission-critical business presentations.
Weissman is the author of the global bestseller Presenting to Win: The Art of Telling Your Story (Financial Times Prentice Hall, 2003); In the Line of Fire (Pearson Prentice Hall, 2005) and its companion DVD, In the Line of Fire: An Interactive Guide to Handling Tough Questions (www.powerltd.com); and The Power Presenter: Technique, Style, and Strategy from America’s Top Speaking Coach.
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From publisher
Named by FORTUNE Magazine as a "Must-Read" "Jerry Weissman makes the challenge of producing and delivering effective presentations delightfully simple. Read it and benefit!" Tim Koogle,Founding CEO, Yahoo! "A great read for all of us who have ever struggled with any aspect of our public speaking skills. Presenting to Win contains the same timeless techniques that helped me [18] years ago." Jeff Raikes, former President, Microsoft Business Division, Microsoft Corporation, and CEO, Bill and Melinda Gates Foundation "Jerry is The Man when it comes to making great pitches. If your pitch doesn't get a whole lot better after reading this book, something is wrong with you." Guy Kawasaki, Managing Director and Chairman, Garage Technology Ventures, and bestselling author of The Art of the Start "Presenting to Win is the shortest path to applause for any presenter. It will be your bible for the PowerPoint Age. It's loaded with easy actions and real examples that really work. I've used them. I know." Scott Cook, Founder, Intuit Thirty million presentations will be given today. Millions will fail. Millions more will be received with yawns. A rare few will establish the most profound connection, in which presenter and audience understand each other perfectly!discover common ground! and, together, decide to act. In this fully updated edition, Jerry Weissman, the world's #1 presentation consultant, shows how to connect with even the toughest, most high-level audiences...and move them to action! He teaches presenters of all kinds how to dump those PowerPoint templates once and for all and tell compelling stories that focus on what's in it for the audience. Weissman's techniques have proven themselves with billions of dollars on the line. Thousands of his elite clients have already mastered them. Now it's your turn! / What you must do to tell your story Focus before Flow: identifying your real goals and message / The power of the WIIFY: What's In It For You Staying focused on what your audience really wants / Capture your audience in 90 seconds! and never let go! Opening Gambits and compelling linkages / Master the art of online Web conferencing Connecting with your invisible audience / From brainstorming through delivery Crafting the Power Presentation, one step at a time
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Foreword to the Updated and Expanded Edition
In the five years since the publication of the first edition of Presenting to Win, I am proud to say that it has made a significant impact upon readers, selling more than 100,000 copies in 12 languages. By the same token, I am surprised to say that it has not had as great an impact upon the presentation trade. Despite the many gratifying emails, letters, and telephone calls from around the globe praising the book, and despite the continuing stream of clients that take the Power Presentations program upon which the book is based, I’ve discovered that most presenters, after reading the book or taking the program, nonetheless default to a practice counter to the main theory in its pages.
Simply put, that theory is stated in the subtitle: The Art of Telling Your Story. True to its promise, the book offers techniques about that classic art, but it does so for only two-thirds of its total pages. The other third is about graphic design in presentations, yet that aspect is not even mentioned on the cover. The imbalance is intentional.
The reason for this emphasis on the story, which includes sharp audience focus, clear structural flow, strong narrative linkages, persuasive added value, and even specific positive verbiage, is that the story is much more important than the graphics. No audience will react affirmatively to a presentation based on graphics alone. No decisions are made, no products sold, no partnerships forged, no projects approved, and no ships of state are launched based on a slide show. Witness the powerful speeches that move hearts and minds: State of the Union addresses, inaugurals, nominations, eulogies, sermons, commencements, keynotes, and even locker room pep talks. None of them uses slides.
Therefore, what presenters say and how they say it are of far greater importance than what they show. That is why the lion’s share of this book is devoted to helping you tell your story, and why I have even written about the delivery of your story . . . your body language, your eye contact, and your voice . . . in a distinctly separate new book: The Power Presenter: Technique, Style, and Strategy from America’s Top Speaking Coach.
Does this mean that I am recommending that you abandon all slides ye who enter the podium area? Not at all. Microsoft PowerPoint has become the medium of choice from grade school rooms to corporate boardrooms, and far be it from me to advise a sea change as radical as complete rejection. Graphics play several valuable roles: as illustration of key information, as reinforcement of messages, and as prompts for the presenter, so please leverage this powerful tool.
All I ask . . . no, urge . . . you to do is to use PowerPoint properly, by applying the repertory of techniques provided in the other third of this book. The most essential of which is the overarching principle of relegating your graphics to a supporting role, making you, the presenter, the primary focus.
This seemingly simple plea for a shift of emphasis unfortunately has found very few converts. Presentations are still universally defined by and equated with the slides. This is standard operating procedure with every type of presentation, from IPO road shows to private financing, from product launches to industry conferences, from board meetings to sales pitches, and in every sector of business, from information technology to life sciences, from finance to manufacturing, from pharmaceuticals to real estate, and from media to consumer products. In my 20 years as a coach, I have worked in each of these situations, and have seen this focus on the slides repeated ad nauseam.
Why, then, this misguided imbalance? A brief peek back into history will explain.
Presentations originated as a form of communication back in the dark ages in the middle of the 20th century, when small peer groups within companies gathered around a flip chart perched on a rickety easel to exchange ideas. In that setting, the flip chart became the center of attention as a large surface that all the participants could see and share; but it also served to document the ideas that could later be copied and distributed to others who did not attend the session. The flip chart was such a distinct improvement over the impermanence of a blackboard (and its later cousin, the whiteboard) that it quickly became the display medium of choice in business. In its earliest incarnation then, the sheets of the flip chart served two purposes: as a display during the meeting and as a record that could be duplicated and disseminated after the meeting. This duality can be described as the Presentation-as-Document Syndrome.
This first step in the young life of presentations landed squarely on the wrong foot. By combining the two functions, it formalized an essentially imprudent assumption: that both functions served both purposes when, in fact, they served neither; neither fish nor fowl. A display is not a document. A display is for show (during the presentation), and a document is for tell (after the presentation).
This original sin then proceeded to morph and mutate into its current state of worst practices, driven by successive generations of technological advances.
In the 1960s the medium of choice in the presentation trade had only evolved as far as the primitive overhead projector. That clunky machine, used to display transparent Mylar sheets, known as “foils,” stepped up from its humble origins in bowling alleys to take its place front and center in the conference rooms, board suites, and hotel meeting facilities of corporate America.
At root, however, the overhead projector was still just another manifestation of the Presentation-as-Document Syndrome. The document function of the foils became the connection to and the salvation of dispersed participants. Anyone who could not attend the live meeting took up what was to become the hue and cry of business: “Send me a copy of your foils.”
In the 1980s, the medium of choice advanced to 35mm slides, and the display took on a more professional look. Nevertheless, this new medium was still hampered by the duality factor, which by then had added new aspects to the document function, now implemented by paper prints of the slides. Documents were no longer merely handouts or “leave-behinds.” Their usage widened to include “send-aheads,” (before the presentation) speaker notes (crib sheets), validating evidence (exceedingly detailed data), or a manual (of biblical proportions) for consistency of messaging across the company’s scattered legions.
Having taken on the status of a business mantra, “Send me a copy of your foils” simply shifted to “Send me a copy of your slides.” (Except in some companies, such as Intel Corporation, where even today, although all presentations are done on computers, the employees persist in calling their slides “foils.”) Presenters, forced to straddle the functionality fence, generated slides that doubled as documents, heavily weighted toward text and numeric charts. The net effect was a glut of dense eye charts that assaulted the audience’s sensory intake. Visual aids became visual hindrances.
In the late 1980s, the PC overtook the carousel projector as the medium of choice for the display function, and the floppy diskette became the medium of distribution for the document function. By this time, however, the term “slides” had stuck. Before or after the meeting, it was still “Send me a copy of your slides.” The medium had evolved, but the message stayed the same.
In 1990, Microsoft entered the arena with its release of the Windows version of PowerPoint, an aptly named software application that enabled presenters to make their business points with new and powerful graphics capabilities. Still, despite the continuing evolution of distribution technology from diskettes to CDs to Internet transmission, the business mantra persisted: “Send me a copy of your slides.” Pressured by the exigencies of business, beleaguered presenters continued to oblige the request by using the same presentation for both display and distribution, both show and tell.
In the meantime, PowerPoint succeeded wildly. Within three years of its launch, it became the market leader, a position it enjoys to this day. Each succeeding generation added more and more features and functions, in the process expanding its installed base around the globe, and beyond business into the not-for-profit world, the government, the military, and even into schools.
Throughout it all, the vestigial legacy of the flip chart endured. The Presentation-as-Document Syndrome continued, and still continues to perpetuate its fowl/fish (pun intended) effect on victimized audiences, where neither version serves its intended purpose, and each version is severely compromised by the dual functionality.
If you need a document, create a document and use word processing software. If you need a presentation, create a presentation and use presentation software. Microsoft Office provides Word for documents and PowerPoint for presentations. While both products are bundled in the same suite, they are distinctly separate entities, and never the twain shall meet. Use the right tool for the right job.
Follow the correctly balanced role model you see on all television news broadcasts. The newsc...
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PREFACE
What's Past Is Prologue
My first experience with the power of the spoken word came on December 8, 1941, when as a child, I joined my father and mother at the family Philco radio to hear President Franklin Delano Roosevelt, in the wake of the attack on Pearl Harbor, deliver his stirring Day of Infamy speech. I'll never forget how he concluded, his rich voice reverberating: "With confidence in our armed forces, with the unbounded determination of our people, we will gain the inevitable triumph. So help us God." In that exhilarating moment, Roosevelt's potent words pierced through our dismay, lifted our spirits, and restored our confidence in our nation and in our future.
Later, I learned more about the ability of words to move people's minds in my graduate classes in the Speech and Drama Department at Stanford University, where I studied the works of the great Greek orators. Still later, in my work as a news and public affairs producer for CBS Television in New York, I witnessed the momentous impact of the words of great national leaders, from John F. Kennedy to Martin Luther King, Jr.
But I never fully realized the universal significance of communication until I left the broadcast medium and entered the world of business. The medium of choice in business is the presentation, and I soon discovered the force it can exert: A poor presentation can kill a deal, while a powerful one can make it soar. Early in my business career, I was privileged to work on the Initial Public Offering presentation, known as an IPO road show, for Cisco Systems, and saw, on its first day of trading after the road show, Cisco's valuation increase by over 40 million dollars.
The big Aha! for me was the realization that every communication is an IPO. Everyone communicates every day. You do. I do. Every time we do, we can either fail or succeed. My job is to help you succeed in your everyday communications, just as I helped the Cisco IPO, and as I've helped hundreds of corporations like Microsoft and Intel, and thousands of clients who are executives or managers or salespeople just like you. My job is to help you persuade every audience, every time.
The very same principles that propelled Cisco's success reach all the way back to the classical concepts of Aristotle. Those same basics underlie Abraham Lincoln's towering rhetoric that healed a nation torn asunder by civil war. They underlie Sir Winston Churchill's inspiring orations and Franklin Roosevelt's assuring fireside chats that rallied their nations to the victorious defense of the free world. And they underlie Martin Luther King's rousing speeches that spearheaded the civil rights movement.
They also underlie your sales pitch, your presentation to a potential new customer, your bid for financing, your requisition for more resources, your petition for a promotion, your appeal for a raise, your call to action, and your own quest for the big Aha!
They are the principles that will empower you to present to win. |
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| View all 11 comments |
peter frame (MSL quote), USA
<2007-05-31 00:00>
Jerry Weismann's "Presenting to Win" odyssey began in the network news and programming studios on West 57th street at CBS, America's so-called "Tiffany" network.
His talent then for persuading the talent in front of the camera to follow his compelling and effective techniques for capturing the audience on the other side of the lens has now been dramatically transformed to the new century, the new media and today's new winning "presenter" persuader: YOU!
Despite the vastly changing times today and the clutter of competing chatter, Weismann has broken through again with the same clarity and simple formula for success that motivated the old crowd at CBS and the new breed just beginning to break in on the air and at the podium at that new upstart network in New York, HBO.
Jerry's talent then was what it is now : a piercing focus on giving us the winning recipe for bulls-eye communication, wherever the audience, whatever the message, whoever the voice.
This one belongs on every desk in every shop everywhere. Rembember, we're not that far from West 57th street and 1973; it's just a slightly different climate. |
Patrick Latterell (MSL quote), USA
<2007-05-31 00:00>
Jerry's help has been of enormous value to many of my companies over the years (at Venrock). Jerry has a unique ability to guide management teams to clearly identify and convey their key messages in a manner best suited to obtain the desired impact on their target audience. The transformation can be magical at times and we have found that not only does the management team appreciate his advice but target audience also as they are able to understand the key issues faster and more clearly than otherwise possible. |
Les Vadasz (MSL quote), USA
<2007-05-31 00:00>
There are those rare people who can stand up in front of an audience and deliver an impromptu, high-impact message. For the rest of us, there is Jerry Weissman, who helps us create a high-impact presentation. His methodology lets you go beyond the jargon of any profession and develop a presentation that will be meaningful to your audience. Miraculously, your confidence will soar. He helped me and many others in business... and I am glad to see that he wrote a book. Beyond the logic of preparing presentations using his methods, the book is full of little nuggets that I will want to refer to over and over again. And so will you. |
David M (MSL quote), USA
<2007-05-31 00:00>
Value simply cannot be realized unless it is communicated. Untold wealth has died on the vine because it was not effectively presented to key constituents in the value chain. In this respect, Mr. Weissman and his methods are responsible for the realization of tremendous value in the American econom over the past 15 years. Nobody teaches the art and science of business presentations better than Mr. Weissamn. He is more than the best in his class... he created the calss. I have recommended him to dozens of companies. With his help, they have dramatically improved the effectiveness of their internal and external presentations. In Presenting to Win, he makes his powerful techniques accessible to every person who cares about truly realizing value in their business presentations. |
View all 11 comments |
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