I just finished the first draft of a sales PowerPoint for a new solution that my company is developing. Following my own blog’s advice (see links to a few relevant posts below) I crafted a compelling storyline, and structured the presentation following AIDA and Golden Circle principles.
Then a colleague sent me this comment: “Maybe you should start with an executive summary slide to set the scene…”
If you go to a movie theater, you don’t want the film to begin with a spoiler, do you? You don’t want to be told during the very first minutes who dunit, or which main characters will die in the next one and a half hour. Unless, in the exceptional case, when the screenplay’s structured as a flash back. As a marketer, however, I seriously doubt if it makes any sense to tell the story of an exciting new product in the past tense…
Image from Scared to Death, directed by Christy Cabanne (1947)
That’s why you’ll never see me start a presentation with an executive summary. No sir, not even with a table of contents or an agenda slide!