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What Does Persuasion Look Like?

What Does Persuasion Look Like?

Those of you who know me or have worked with me know that my mission is to help ad agencies and creative services firms communicate more persuasively. When I find a tool or technique that has the potential for changing that behavior, I pass it on. Nancy Duarte's Sparklines is one of those tools.  

Sparklines was developed after she asked herself "what does persuasion look like?" She’s certainly qualified to explore the question. Her company, Duarte, helps organizations like Google and Apple tell effective stories through presentation. To find the answer, she analyzed two extraordinary presentations: Martin Luther King’s “I Have a Dream” speech and Steve Jobs’ iPhone launch in 2007.

Essentially, it’s is a method for drawing an audience over to your side of an argument by presenting a series of contrasts between what is and what could be. It's one of the most compelling presentation structures I've ever seen. Plus, it's not a technique that's difficult to learn. In fact, it has more to do with reframing your presentations than reinventing them.