This article is a continuation of Part 1 which was published last week.
In Part 1 we observed how a normal speaker like myself would deliver a PowerPoint presentation involving figures and graphs.
Now let’s observe what the master presenter Steve Jobs did. Consider the following figures and graphs.In this slide, Steve Jobs emphasized that in Q1 and Q2 2005 sales of iPods produced $6.2M in sales. You can see that there is a difference in the color of the slide which places emphasis on Steve’s message. This technique provides a contrast to the emphasis on graphics and numbers for the audience to better understand the meaning of what we want to convey.
Let’s see what he did next.On the next slide, he gave a “picture” (figuratively speaking) of how $6M compares with $2M. The horizontal phone reflects a low sales volume ($2M) whereas the vertical phone represents the high sales volume ($6M).
Steve Jobs further emphasized that the $6M was not an ordinary achievement. In fact, it was a remarkable achievement because it proved the other top competitors were not able to produce such high sales. They only achieved sales of $2M during the same period.
That’s how Steve Jobs displayed the numbers and graphs. Other examples can be seen in the videos of his presentation on YouTube.
In closing, let us re-cap some good habits when presenting figures and charts.
1. Presentation of figures and charts should be made more meaningful to the audience by creating figures and graphs that are easily understood by an audience. The graphics do not need to have a lot of numbers and data. Keep it simple.
2. Break your presentation into multiple slides so that the audience can easily capture information step by step.
3. Make your audience understand numbers and graphics with emphasis or “contrast” such as having a with a darker shade of colour, having a different colour, a bold number or a different font size.
4. Do not forget to tell stories and analogies so that your figures become more meaningful. Steve Jobs once said that Apple could achieve a sales of $4M selling iPhones. Did he stop there? No. He went on to add that the sales figure was equivalent to 20,000 units of iPhones per day. With the additional information, the audience were able to easily visualize the sales of $4M.
5. Finally, when it comes to presenting numbers and graphs, we have the tendency to create these graphs without animation. This is what I refer to as the “lazy man’s work.” Animation helps you to explain your case step by step (mouse click by mouse click). Step by step explanation makes it easier for your audience to understand you. Of course, it takes more work and time to create such slides. However, if you aspire to become a master presenter like the late Steve Jobs, you’ll have to work a little harder than the average Joe 🙂