Below are two columns listing typical presentation content. Hard drives around the world are packed with slides from the left-hand section, but only a tiny percentage have slides from the right-hand section.

Analytical Content and Emotional Content notes for presenter

Look at any of the analytical topics from the list on the left. They typically have no emotional charge to them—neither pain nor pleasure. Yet all could be presented in a way that transforms traditionally analytical material into emotional material. For example, a simple diagram of a small circle within a larger circle could convey that an acquisition occurred. The diagram is neutral until you tell the story of the struggle it took to acquire the company, or the heroics displayed by both parties to expedite the acquisition. Data is purely analytical until you explain why the ups and downs exist.

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