Presentation Lessons from 37signal’s Rework

We recently reviewed Jason Fried’s TED talk on why work doesn’t happen at work, and its engaging content piqued our interest, so we began reading Rework, a New York Times and Wall Street Journal bestseller. Fried and David Heinemeier Hansson, the founders of 37signals, a company that creates web-based applications like Basecamp, an online project management tool (that Ethos3 loves), coauthored the book. It’s a must read for any budding entrepreneur as it offers crucial advice that goes against the grain when it comes to starting and maintaining a business. There are a few important lessons presenters can take away from the book as well.

Cut out Abstractions

Most notably, Rework is spot on when it urges readers to get real. The business world is full of documents, reports and specs that do nothing but waste people’s time. The same is true with presentations. Thirty million are given each day, and more often than not they are just a waste, chalk full of information easily forgotten. Because of this disconnect, Fried and Hansson argue that you should make whatever you are explaining as real as possible. For example, if you are describing what something looks like, scribble a little drawing of it. Cut out the abstraction.

“The problem with abstractions (like reports and documents) is that they create illusions of agreement,” Fried and Hansson write. “A hundred people can read the same words, but in their heads, they’re imagining a hundred different things. That’s why you want to get to something real right away. That’s when you get true understanding.”

This is great to remember when you’re preparing your next presentation. Get down to the reality of things, the true essence of things, as much as possible. Don’t leave information open to different interpretations. Don’t make the audience assign meaning to the information presented. That is your job.

Short and Sweet

The organization of Rework in itself is a great example to follow to achieve an effective, engaging presentation. The book is organized into 88 miniature essays spanning 12 chapters. No essay is more than 500 words, and many are significantly shorter than that. There’s power in Rework’s brevity, like in a good presentation. It’s a quick read and the material is easy to absorb. It is to the point, and true to form, doesn’t waste any of the reader’s time. Furthermore, the essays each are introduced by a well-designed, creative illustration, which divides each section. It’s a noteworthy touch, as the layout of Rework exemplifies our guiding principle of presentation: big visual, little text. Much of the power of Rework comes from its ability to engage the reader with captivating, concise essays separated by inspired visuals.

Does it Matter?

Fried and Hansson outline eight questions to ask yourself to determine whether you’re doing work that matters, and these can be applied similarly to determine whether your presentation matters.

1. Why are you doing this?

What is the main point of your presentation? Why does it matter? What are you trying to prove?

2. What problems are you solving?

This is a good question to ask during the brainstorming period. What are your main objectives? What problem are you solving with your presentation’s content?

3. Is this actually useful?

Will the audience take away something important, something applicable to their lives as a result of your presentation?

4. Are you adding value?

Is there value being added to the lives of your audience with your presentation? Is it essential that they listen to what you have to say?

5. Will this change behavior?

Is your presentation compelling enough that it will evoke a response in your audience members? Are you giving them a gripping reason to change their behavior?

6. Is there an easier way?

Are you saying what you need to say in the easiest way possible? Are you cutting through abstractions and presenting real information to your audience?

7. What could you be doing instead?

More importantly, what could your audience be doing instead of listening to you? Is your presentation worth the time they could be spending doing something else? Are you using their time wisely?

8. Is it really worth it?

Lastly, is your presentation worth the time the audience is giving up to listen to it? Will the audience think their time was wasted, or will they feel inspired and excited by your presentation?

 

Consider these questions before you finalize your presentation. The most important thing is to not waste anyone’s time (yours or the audience’s), so ask yourself these questions to ensure that your presentation is vital, and time well spent. 





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