Alexei Kapterev is one of the Russia's leading experts on presentations. He currently has a private consulting practice in Moscow. As permanent lecturer, he teaches at the Graduate School of Business Administration (Moscow State University) and as guest lecturer at the Moscow School of Management Skolkovo. He is also working in cooperation with Mercator, Russia’s premier studio producing corporate presentations, films, and business graphics. One of his presentation scripts was awarded the finalist award at the New York Festivals competition. Alexei runs his site and a blog at Kapterev.com.
In this conversation, Alexei discusses Presentation Secrets, his new book.
Geetesh: Tell us more about yourself, your online presentation that had a million views, and your new Presentation Secrets book.
Alexei: In late 2003, I was working for a consulting company as an analyst. The firm specialized in policy advising. Our clients were Russian ministries, senators, regulators, and formerly state-run, now privatized, companies. My job was to write reports to support decision-making processes. I had almost no contact with the clients, and frankly, I didn't suffer much because of that. I was quite happy just writing. But then came "the day". One of the firm's partners (to whom I am now very grateful) decided that it was time for me to see the big world. I had to present one of my recent reports before the firm's client.
￼￼I spoke for about 30 minutes and it all went very well, or at least I thought so. Unfortunately, it turned out that the client didn't quite share my view. He didn't understand why the report was prepared, what the findings were, and why we wasted so much time and money. My bosses had to improvise another presentation on the spot, one which, happily, did the job. The client calmed down but asked that they never delegate any presentations to me again. I was so frustrated that I promised myself to master the skill in the next few months.
This is how it all started. Two years later, the client (albeit a different one) asked for me to present whenever possible. Four years later, I’d read Jim Collins's book Good to Great and decided to do for a living what I found I could do best — give presentations. Next year, I published a presentation called Death by PowerPoint, which to my utter surprise went viral, having been viewed by more that one million people as of now. It was the greatest reassurance that the path that I’ve chosen is the right one. I’m currently teaching presentations at one of Russia’s best business schools, doing corporate workshops, practicing as a consultant, and occasionally working with Mercator, Russia's leading producer of corporate films, business presentations, and infographics.
Geetesh: What do you believe that a reader can expect to take away from your book?
Alexei: The book consists of three major parts. Part I is about story structure, Part II is about slides, and Part III is about delivery. Also, I have three broad principles that I use in my work: Focus, Contrast, and Unity. In each part there are three chapters and each chapter will follow one broad topic, thus producing a nice three-by-three matrix.
The principle of focus states that every story, slide, or performance has the key focal point to attract attention. In any successful communication, this point is defined very early and the rest of the content is organized "around" this point. In a story, this is usually the hero. On a slide, this is usually the focal point, the brightest, the biggest, or the most emotional element (like a human face) of the composition that attracts the eye. In a live performance, this is most likely to be the speaker's persona, the answer to the question, "Who is presenting?"
Contrast is about presenting things only in relations to other things. As the old saying goes, "who has never tasted bitter, knows not what is sweet." The problem with most business presentations is that they consist of facts and only facts. The facts don’t have any inherent meaning of their own. They only make sense in relation to other facts. You need to compare things. Your audience needs to understand the proportions. They need to see the background. They need to see change. They need to see opposition. If you saw Jurassic Park, you might remember that a T-Rex can only see things when they move. In a way, we are all like this: We pay attention only when we see things changing and becoming different.
The principle of Unity is the most difficult principle to explain. It states that once properly aligned, conflicting parts create a whole that is greater than the sum of its parts. In a story, there are certain parts that produce a psychologically satisfying experience. If you lead your audience through the right points, they feel like they got something that goes beyond the journey itself, something transcendent, something transformative. The path that great presentations travel looks like the S-curve, which seems to be a universal model of change.
Those principles are very important, but in essence the book is not about the principles. It is mostly about illustrations, examples, cases. I believe that by studying examples you learn to apply those principles creatively — and this is the secret of great presentations.
Categories: books, interviews, powerpoint, presentation_skills
April 2003 | May 2003 | December 2003 | January 2004 | February 2004 | March 2004 | April 2004 | May 2004 | June 2004 | July 2004 | August 2004 | September 2004 | October 2004 | November 2004 | December 2004 | January 2005 | February 2005 | March 2005 | April 2005 | May 2005 | June 2005 | July 2005 | August 2005 | September 2005 | October 2005 | November 2005 | December 2005 | January 2006 | February 2006 | March 2006 | April 2006 | May 2006 | June 2006 | July 2006 | August 2006 | September 2006 | October 2006 | November 2006 | December 2006 | January 2007 | February 2007 | March 2007 | April 2007 | May 2007 | June 2007 | July 2007 | August 2007 | September 2007 | October 2007 | November 2007 | December 2007 | January 2008 | February 2008 | March 2008 | April 2008 | May 2008 | June 2008 | July 2008 | August 2008 | September 2008 | October 2008 | November 2008 | December 2008 | January 2009 | February 2009 | March 2009 | April 2009 | May 2009 | June 2009 | July 2009 | August 2009 | September 2009 | October 2009 | November 2009 | December 2009 | January 2010 | February 2010 | March 2010 | April 2010 | May 2010 | June 2010 | July 2010 | August 2010 | September 2010 | October 2010 | November 2010 | December 2010 | January 2011 | February 2011 | March 2011 | April 2011 | May 2011 | June 2011 | July 2011 | August 2011 | September 2011 | October 2011 | November 2011 | December 2011 | January 2012 | February 2012 | March 2012 | April 2012 | May 2012 | June 2012 | July 2012 | August 2012 | September 2012 | October 2012 | November 2012 | December 2012 | January 2013 | February 2013 | March 2013 | April 2013 | May 2013 | June 2013 | July 2013 | August 2013 | September 2013 | October 2013 | November 2013 | December 2013 | January 2014 | February 2014 | March 2014 | April 2014 | May 2014 | June 2014 | July 2014 | August 2014 | September 2014 | October 2014 | November 2014 | December 2014 | January 2015 | February 2015 | March 2015 | April 2015 | May 2015 | June 2015 | July 2015 | August 2015 | September 2015 | October 2015 | November 2015 | December 2015 | January 2016 | February 2016 | March 2016 | April 2016 | May 2016 | June 2016 | July 2016 | August 2016 | September 2016 | October 2016 | November 2016 | December 2016 | January 2017 |
Microsoft and the Office logo are trademarks or registered trademarks of Microsoft Corporation in the United States and/or other countries.