They can’t just be thrown together at the last minute (well, they can, but tend to be less effective) – so, if you have the time, it pays to iterate until the message you are sharing is distilled to its essence. Presentations are like any other product. This is a great way to provoke publicity, but can also be used to hide things you need to disclose but don’t want to explain – put what you want to share on a crowded slide, focus on one item on the slide and click through to the next slide before people catch on. The result? By hiding it in plain sight, Apple generated lots of speculation and publicity for a feature it has so far told us hardly anything about. It contained so much information, not least news of Apple’s U1 (UWB) chip, which Apple still hasn’t told us much about. Think about Apple’s marketing boss, Phil Schiller, who showed an incredibly crowded slide during the most recent iPhone 11 keynote. And the presenter boosts the impact of the slide with an eye-catching high-quality image and short and punchy lists.Ī picture really is a thousand words – and video takes this to a different level. How often do you find a presentation slide shows so much information you don’t take any of it in? Apple doesn’t do this.Īlmost every announcement I have seen tells me that when it wants to get its message across, it focuses on one number (large font) and one description (small).
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