Paul J. Radich has worked with Dr. Abela on the development and delivery of the Extreme Presentation workshop since its inception in 2005. He has served on the Ethics Committee of the American Marketing Association, and is Assistant Professor and Marketing Area Head in the School of Business and Economics at The Catholic University of America in Washington, DC. His areas of focus include consumer behavior, marketing strategy, and international marketing. He provides consulting and education on effective communication of complex information, for major organizations like JPMorgan Chase, Visa, Volkswagen, and the US White House Executive Councils.
In this conversation, Paul discusses his new book, The Encyclopedia of Slide Layouts.
Geetesh: Your new book, The Encyclopedia of Slide Layouts is a comprehensive resource, but it is also a reference to explore that will help create better slides. This is not something that you can write in a moderate amount of time -- so what prompted you to take up such a huge challenge?
Paul: Yes, and searching through over 10,000 slides from leading consulting firms was not always exciting, but it was worthwhile: when you are digging for a diamond, and you find that slide layout you have been looking for, you realize it has all been worth it. When the main message of the slide shines through the overall layout, you are harnessing the power of visual storytelling. If a picture is worth a thousand words, then a slide layout is worth more than a thousand bullets: both because it communicates holistically -- your audience sees it 'all at once' -- and because it communicates more quickly -- they understand your point so much faster than if they had to read a thousand bullet points.
Geetesh: For all layouts that you explain, you also provide links to resources through which readers can get a ready-to-use sample that they can use as a starting point. Tell us about this feature and other interesting nuances – or you can share a behind-the-scenes anecdote?
Paul: Yes, the "squint test" is key. We sometimes call it the foreign language test: if all of the text on your slide were in another language, would your audience still get the key point of your message, from the layout of the slide alone? So, selecting a great layout is crucial. We're not saying don't use any text, but instead of using bullet points, embed the text and data in an overall layout which shows how all the different parts of your logic and story fit together. The research supports this approach, and people find it a very powerful method.
The slide layout is the lens you are using to focus your audience's attention on what is most important. The human mind needs context in order to understand meaning, and the slide layout provides that context - showing your audience how the parts fit together, how one step leads to the next, how your proposal solves their problem, etc.
This book is not just eye candy for your presentation; it is both 1) beauty to the mind's eye - by helping you communicate complex ideas in a simple way - and at the same time 2) a practical guide to improving your next presentation's impact.
See Also: The Encyclopedia of Slide Layouts: Conversation with Dr. Andrew Abela
Categories: books, design, interviews, powerpoint
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 | February 2017 | March 2017 |
Microsoft and the Office logo are trademarks or registered trademarks of Microsoft Corporation in the United States and/or other countries.