01-04 | Vision 2 Execution: Purposeful Design Principles for Better Flow
Series: Personalization in Practice, Presentations
In my previous article and part 3 of the series…
I explored a dynamic approach to structuring presentations that I refer to as the "Choose Your Own Adventure" approach. This structure offers flexibility to your audience’s priorities while reducing our risk of coming to the table with a single-threaded narrative. I explained how this model empowers presenters to guide conversations toward areas of strength while allowing the audience to dictate the focus areas, fostering engagement and relevance. The key emphasis was designing modular, topical content that provides adaptability without losing the core narrative.
The post also introduced concept prototyping in thought leadership-driven sales. By presenting early, tangible prototypes, we can translate abstract ideas into relatable, actionable concepts that resonate with decision-makers. I hoped to highlight how this iterative approach builds trust, showcases expertise, and aligns innovative solutions with client needs.
In this edition, I’ll talk about intentionally advancing the conversation with purpose and flow.
The goal isn’t to critique individual slide designs or templates but to provide some principles and techniques that can be applied universally, no matter the topic or tools you use. By focusing on these principles, you'll elevate your presentations from a collection of slides to a cohesive, impactful story.
Composing a slide sequence that seamlessly guides our audience through our message involves using artful concepts to illustrate progression. It’s not about optics, but admittedly, I do get caught up in obsessing over optics—it is the reality of a perfectionist. But even if the aesthetics aren’t there, most audiences don’t have an issue looking past that. The impact lies in following three foundational design principles: Hierarchy, Reductionism, and Sequentialism. I provide added context around these principles below in the “Context on these Guiding Principles” subsection.
A hierarchical structure ensures we lead with the conclusion and don’t keep our audience hanging for some big reveal after 10 slides of “stuff” we think is valuable. This was illustrated in the previous post when I led with Take Aways rather than the topics of discussion themselves. Reductionism breaks the big picture down systematically into its component parts. Sequentialism helps keep our message coherent and connected.
Adhering to these principles helps create presentations that keep our audience grounded and effectively convey our message. It’s important to remember that our audiences are often unfamiliar with our content. So, in most cases, the second we advance a slide supporting a discussion, it’s forgotten. While it sounds simple and elementary, it’s important to ensure we go from A to B to C to D thoughtfully, as this demonstrates a disciplined and coherent approach.
Introduction
Once we understand our audience’s interests, whether through a qualified or unqualified conversation, we must start to be more specific about how the features of our platform or technology will impact those interests and processes.
The holy trinity in technology sales is people, process, and technology. However, we seldom focus on the process, but in reality, any company will expect us to help them understand it the most. How will our technology integrate into their existing process or help them mature it?
That being the case, it is likely that we will need to articulate the connection clearly to develop momentum. However, it would be more impactful if we could illustrate it. Images provoke emotions better than words do. Let’s tackle an approach to that possibility.
Back to Wayne Enterprises
In my experience, we do not have to know a customer's exact organizational process to demonstrate how our technology aligns with their desired technical outcomes. This is the benefit of industry frameworks. Despite some variance, they establish a model of how organizations structure their processes to achieve a productive state, whether we are talking about application development, information security, or IT Operations Management.
Let’s assume we delivered the executive briefing discussed in the last edition. The session went well, and for this edition’s purposes, we’ll say that one of the Outcome Visions or themes we presented resonated with one of the CIO’s core initiatives for the coming year: Improving Digital Security and Resilience.
He was intrigued by the concept prototype style focus, thought it was a fairly accurate illustration of what good likes like End-2-End, and endorsed a follow-up in a few weeks with his VP of Security and a couple of the VP’s chief lieutenants to get more into the execution-strategy level detail.
The Presentation Structure
So, my task here is to coherently align technology features with their process for an audience whose job is to start real vetting. To do that, purpose and flow are paramount. This is getting into execution, and big organizational change initiatives are not blessed without conviction about how the technology will realize the outcomes. For this reason, this is where confidence and credibility are created or lost, deals accelerate or slow down, and your vendor reputation is solidified or marginalized.
I will present 2 alternatives for driving purpose and flow while adhering to hierarchy, reductionism, and sequentialism principles.
Lifecycle Stage Separation (Slightly More Involved)
I came up with the name of this approach while watching SpaceX launches. I just love it when they say “Stage Separation” when the first and second stages separate in the lower atmosphere. I don’t know why.
Anyway, this approach to illustrating platform-to-process alignment has a few benefits. It is highly disciplined and aligns specific aspects of our technology features to the relavant organizational process lifecycle. However, if your sales enablement teams don't have content built this way, it is a more nuanced process to create. It may also be too detailed for your audience, so you need to qualify with your audience how much detail they are looking for so you can tailor a presentation structure that makes the most sense.
In any case, even if you don’t ever adopt this approach, it is a helpful way to orient yourself on how to couple the impactful features of our platform or technology with the outcomes (and the processes that support those outcomes) our audience is most interested in learning about.
Here’s what it looks like in practice:
Less Complex Alternative: The “90’s Kid - Binder Tabs” Approach
Remember the colorful tabs or dividers in a student’s binder from the 1990s? They weren’t just there for aesthetics—they served a purpose: organizing information into distinct sections while making it easy to jump between topics. This nostalgic system can inspire a powerful technique for sequencing slides in a presentation.
The Binder Tabs Approach uses visual markers, consistent layouts, and thematic organization to divide content into clear, digestible sections. Each “tab” serves as a signpost, helping your audience follow the progression of ideas while giving them a sense of control over the narrative. Whether diving into product features or summarizing the themes of a complex process, this technique ensures your audience stays engaged and never feels lost.
In full transparency, I use this format all the time. It’s my go to presentation format because its quick and easy to put together and delivers on purpose and flow.
Here’s what it looks like in practice:
Context on these Guiding Principles
The Pyramid Principle
The Pyramid Principle is a communication framework developed by Barbara Minto while at McKinsey to help organize and present information in a logical and compelling way. It is widely used in consulting, business presentations, and writing to ensure clarity, structure, and impact. The principle is built on the idea that information should be presented hierarchically, starting with the conclusion or main point and followed by supporting arguments and evidence.
Advantages of the Pyramid Principle:
Clarity: It ensures that the audience understands your key message right away.
Efficiency: By leading with the conclusion, you save time for both the presenter and the audience.
Persuasion: Logical grouping and prioritization make your argument more compelling.
Core Tenets of the Pyramid Principle:
Start with the Main Idea (Top of the Pyramid)
Begin by stating the conclusion or overarching message. This gives your audience immediate clarity on the purpose or outcome of your communication.
Example: Instead of building suspense, say, "Our analysis shows we can save you X," and then explain why.
Group Related Ideas
Organize supporting points into logical groups that relate directly to the main idea. These groups act as "branches" beneath the main "tree" of the argument.
Each group should address a distinct aspect of the conclusion, creating a clear and coherent structure.
Use a Top-Down Approach
Present information in descending order of importance: conclusion first, followed by high-level points, and finally the detailed evidence.
This ensures that the audience understands the big picture before diving into specifics.
Be MECE (Mutually Exclusive, Collectively Exhaustive)
Ensure the supporting points are distinct (no overlap) and together cover all aspects of the argument (nothing left out). This helps avoid redundancy and ensures comprehensive coverage.
Where to Use It?
Presentations: Start with the key recommendation, follow with main points, and support with data or examples.
Proposal Writing: Use the pyramid to structure memos, emails, and reports, ensuring clarity and impact.
Problem-solving: Break down complex issues into manageable components using the pyramid's hierarchy.
The Pyramid Principle ensures that your ideas resonate and drive action by prioritizing clarity and logical flow. I will expand on the Pyramid Principle when covering Proposal Writing and Presentations.
| Aspect | Product Marketing Presentation | Pyramid Principle Presentation |
|---|---|---|
| Starting Point | Begins with background or context, building up to the product's features/benefits. | Starts with the main conclusion or key message ("answer first"). |
| Focus | Highlights product features, benefits, and value proposition. | Focuses on structured arguments supporting a key conclusion. |
| Flow | Narrative-driven, often sequential, leading to a call-to-action. | Hierarchical, with the conclusion supported by grouped points and data. |
| Visual Style | Highly visual, with images, icons, and bold branding elements. | Simplistic and logical, using diagrams, charts, or bullet points. |
| Audience Engagement | Appeals emotionally through storytelling and visuals. | Appeals logically, providing a clear and structured thought process. |
| Purpose | Persuades the audience to adopt or purchase the product/service. | Persuades through logical clarity and evidence-based arguments. |
| Content Organization | Organized around product features, benefits, and case studies. | Organized around key ideas and grouped subpoints with supporting evidence. |
| Supporting Evidence | Uses testimonials, success stories, and market data. | Relies on structured data, facts, and logical reasoning. |
| Call to Action | Prominent and product-specific, often at the end of the presentation. | Subtle or implicit, woven into the main conclusion. |
| Adaptability | Often rigid, focused on showcasing the product or service as designed. | Highly adaptable, allowing reorganization of points to suit the audience. |
| Emphasis | Emotional appeal and brand identity. | Logical clarity and argument strength. |
ChatGPT generated the above Table based on my Prompt, January 2025
Reductionism as a Principle
In presentation design, reductionism involves simplifying complex information into its essential components to make it easier for the audience to understand. This principle ensures we eliminate unnecessary detail, presenting only the core message and key data points. The audience can quickly grasp the main ideas without being overwhelmed by excessive information.
Reductionism is a key principle most easily illustrated by science. Scientific taxonomy and classification systems are great examples that everyone can relate to. This principle allows for separating fields, species, etc., based on commonalities. In the case of science, this means moving from the vast and universal scale (astronomy) to the intricate and molecular level (molecular biology, biochemistry). More recently, systems-level approaches like Systems Biology that integrate micro and macro perspectives have gained a lot of notoriety.
Biology → Microbiology → Molecular Biology → Biochemistry → Chemistry → Physics → Computational Mathematics
Sequentialism as a Principle
Sequentialism is important in many fields, including software development (where coding must follow a logical build process), education and teahcing, project management, and even medical procedures. It ensures alignment with goals, minimizes errors, and supports efficiency in collaboration.
Here is an Education Example: Teaching math:
Introduce a concept (e.g., fractions).
Solve simple problems with visual aids.
Gradually increase complexity with abstract exercises.
Test understanding through real-world applications.
Why Sequentialism Matters: Progressing from basic to advanced concepts ensures students grasp foundational ideas before tackling harder problems.
Summary
This installment of the Personalization in Practice series underscores the critical role that purpose and flow play in delivering compelling, audience-centered presentations. By anchoring our presentations in the principles of hierarchy, reductionism, and sequentialism, we can transform a collection of features and ideas into a cohesive, engaging narrative that resonates with stakeholders at every level.
The key takeaway is that presentations are not just about conveying information—they’re about creating alignment, fostering understanding, and building momentum. Whether through a structured lifecycle stage separation approach or a more tailored method based on your audience’s preferences, the goal remains the same: to illustrate how technology integrates with processes to achieve desired outcomes, creating confidence and credibility along the way.
By combining thoughtful structure with a deep understanding of audience needs, we can guide decision-makers through a journey that not only aligns with their priorities but also positions us as trusted advisors. Purpose and flow aren’t just presentation tools—they’re the foundation for meaningful conversations that drive real results. Let’s apply these principles to every interaction, ensuring our message isn’t just heard but truly understood and embraced.
Disclosures:
This content is intended in the spirit of experiential knowledge sharing. I do my best to accurately describe strategies and techniques I use in the field for creating great customer interactions but I am not responsible for their use or misuse nor the outcomes that result from either.
I use GrammerlyAI to: 1) proofread for spelling & correctness 2) make changes/updates to grammar, sentence structure, etc. to improve clarity and readability and 3) ensure my writing is absent of any plagiarism.
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