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1、Good is good, but better carries it.精益求精,善益求善。IBM咨询管理工具TherearethreestepstomakinganIBMpresentation:PlanItoffersadviceonorganizingyourmessage,sharpeningyourfocusonwhatyouwanttosay,andarrangingitinamannerthataudiencescanfollow.PrepareItisaresourceforconstructinggraphicsupportmaterialsinFreelanceGraphi
2、cs(PowerPointisalsosupported).Youwillfindinstructionsonhowtoincludeelementssuchastext,chartsandgraphsinastylethatwillbeconsistenttoallouraudiences-anIBMlook,inmuchthesamewaythatouradvertisingandmarketingmaterialshaveadistinctappearance.PresentItofferstipsonhowtodeliverwhatyouvepreparedeffectivelytoa
3、naudience.Presentationsarenotaboutshowingaseriesofslides;theyareaboutyou,communicatingamessage,withvisualelementsinasupportingrole.WheretobeginInherbookSecretsofPowerPresentations,MickiHollidaysuggestsansweringthefollowingquestionsasafirststarttoorganizingyourpresentation:Whatdoestheaudienceneedtokn
4、ow?Whatdoestheaudiencewanttoknow?Whatarethepossiblebenefitsofasuccessfulmeetingforthisaudience?(Whatsinitforme?)Whatquestionsmighttheaudiencehave?Hereswhatyoudofirst:Stop.Takesometime.AsThomasWatsonSr.usedtoadvise,famously:Think.Youareabouttomountanargument.Whatdoyouneed?Dontsuccumbtothetemptationof
5、collectingeveryapparentlyrelevantitemintoajumbleandthentryingtoreshufflethemintoacoherentorder.(Jimhasanicechartonthis,andLisahassomegoodmarketdata,Illgetthose.)Thatstheflawedtechniquebehindmanyofthemoreoverblown,leadenpresentationsyouveeverdozedthrough.Thatsworkingbackwards.Instead,startwithnothing
6、.andworkforward.Askyourselfthis:Whatismypoint?Everypresentationisanattempttocommunicatesomething.Itmaybeacomplextopic,withlotsofsupportingdata,butfundamentallytherewillalwaysbesomethingsimpleyouwanttosay.ItmightbeIBMunderstandsyourbusiness,orThistechnologyisthebestforourrequirementsorWeneedmoretimet
7、odothisjobright.Figureoutwhatyouretryingtocommunicate,initssimplest,clearest,mostconciseform.Writeitdown,inonesentence.Doesitmakesense?Doesitreallycuttotheheartofwhatyouneedtoconvey?Ifnot,rewriteit.Ifyouonlycoulddeliverthisonesentencetoyouraudience,withnochartsoranysupportinginformation,wouldthisbet
8、heoneyoudchoose?Composingthisbasicsentencemighttaketwominutes,oritmighttakeanhour.Itdoesntreallymatterwhich.Justgetitright.Withoutaclearpointofview,youarenavigatingwithoutdirection.Getitwrong,andyoullstruggletherestoftheway.Getitright,andthepieceswillbeginfallingnaturallyintoplacebehindit.Buildyourc
9、aseOK,youreclearaboutthepointyouneedtoconvey.Butitssafetoassumethatyouraudienceisnotpreparedtoacceptyourmessageonfaith.Afterall,ifeveryoneintheroomalreadyknewwhatyouwantedtotellthem,andagreedwithit,therewouldbenopointwhatevertoyourstandingupandtalking.Thepurposeofyourtalkistomoveyouraudiencetoyourpo
10、intofview.Soyouwillhavetobuildyourcase.Youneedtoorganizeyourargument.Makearoughflowchartoftheinformationyouaregoingtopresent.Justsketchitoutonpaper-thisisntgoingtobeachartyoullshow,andyoullprobablyhavetoreviseitafewtimesanyway.Theorganizingprinciplebehindthisisapyramid:eachstatementyoumakewillhaveon
11、e,ormorelikelyseveral,supportingpiecesofinformationunderit.Asyoubuildyourpresentationinthisoutlineform,apyramidwillform,withyourbasicstatementatthetopandeverythingelsearrayedbeneathit.Dontworryyetabouttheorderinwhichyoullactuallypresenteachitem.Justgetthemalldownonpapertolookat.ThePyramidPrinciplebo
12、oklistedinourrecommendedreadinglistisdevotedtothismethodoforganization,anditsausefulresource.Butthebasicideaisreallycommonsense,merelyawayoflayingoutyourinformationsoyoucanarrangeand,lateron,presentitlogically.Letstakealookatahypotheticalpresentationandhowyoumightorganizeitsvariouselements,usingthis
13、technique.FromthetopdownLetsassumeyourbasicpointis:IBMssolutionisyourbestoption,becauseitscombinationofproductsandservicesisintegratedandflexible,andbecauseweunderstandyourbusinesschallenges.Now,putyourselfinyouraudiencesposition.Theywanttoknowwhytheyshouldbelievethis.Theyexpectproof.Youhave,letsass
14、ume,fourreasons.First,IBMproductsworktogether.Second,IBMofferstheflexibilityofopensystems.Third,IBMservicestieeverythingtogether.Fourth,IBMhasexperienceinthecustomersindustry.Thisistheheartandframeworkofyourpitch.Layitoutgraphically.Younowseethatyouregoingtoopenbystatingyourmainpoint,andyouregoingto
15、proceedthroughyourpresentationbyofferingfactsanddatainthesefourareas.Dontworryyetaboutwhichwillcomefirst.Takeeachofyoursupportingargumentsanddothesameagain.Buildanotherpyramidundereachofthefour.Underproductsworktogetheryoumighthaveinformationabouteachoftheelementsinthesolution:servers,middleware,sto
16、rage.Youmightwanttotalkaboutinter-divisionaleffortsinIBMtointegratetechnologiesacrossourproductlines.Itwouldlooksomethinglikethis:FallenPyramidsSomepeoplefindithelpfultouseapyramidonitsside,withthetopicintheleft-mostbox,andbuildingthepyramidouttotheright,insteadofbelowit.Ifyouusethismethod,youllnoti
17、cethatthepyramidmorecloselyresemblesaclassicoutlinestructure.Unlikeanoutline,however,therelativeequalityoftheboxesmakeitmucheasiertorestructureandre-orderyourpresentationandestablishnewrelationshipstoitemwithoutalteringtheentireorganization,asoftenoccurswhencreatinganoutline.Forthisexample,wedontnee
18、dtobothercreatingallthepyramidsthatbuilddownward,butyouwillwanttodothisforyourentirepresentation.Organizealltheinformationthatyoumightwanttoinclude.Youwillthenhaveapyramidthatencompasseseverythingyouneedtoconvey.Now,playwithit.Lookatthebigpicture.Seewhatsmostimportant.Takeoutthingsthat,whileyoumight
19、thinktheyreimportant,justwontresonatewithorbeunderstoodbyyouraudience.Movethingsaround.Addordelete,butkeeptheorganizingstructureintact.Onceyouhaveapyramidthatseemstorepresentyourthemeandthevariouspointsyouneedtogetacross,yourereadytostartcreatingthematerialsyouwillactuallyshowpeople:bulletpoints,cha
20、rts,graphs.Insteadoforganizingon-the-fly,youveorganizedfirst.Congratulations:younowhaveaclearpicture-literally-ofwhatinformationisrelevanttoyourpresentation,whatpointsitsupports,andwhereitshouldgo.Unfortunately,manypeopledontbothertobeginwiththisformal,structuredapproach.Althoughyouhaventevencreated
21、yourfirstslide,themostcritical(andoftenbotched)workincreatingyourpresentationiscomplete.Ifthisallseemstooplodding,toorestrictiveandstructured,dontworry:itisnt.Bythetimeyouhaveapresentationreadytoshow,theunderlyingorganizationwillfadefromview,leavingbehindmerelyaframeworkthathelpsyouraudiencefocusmor
22、eeasilyonyourmessage,andenhancesyourownmasteryofthematerial,sinceyouunderstandthoroughlyhowitallfitstogether.Now,letstakeyourgraphical,pyramidoutlineandprepareapresentation.WheretobeginVisualelementssuchasgraphs,charts,andtextcanenhanceyourabilitytocommunicate,helpingyouraudiencefollowyourmessageand
23、quicklyunderstandvarioustypesofinformation.Usedthoughtfully,theycanbevaluabletools.Usedindiscriminately,orconstructedpoorly,however,theycanactuallydetractfromyourmessage.Theycanclutteryourpresentationandconfuseyouraudience.Thistemplatewillfacilitatethepreparationofyourpresentationandwillhelptocontin
24、ueestablishingyouasoneofthebestexpressionsoftheIBMbrand.ItreflectsIBMscorporatedesignstyle,whichalsoinfluencesouradvertisingandmarketingmaterials.Itisstraightforward,clean,andsimple.Itsflexibleenoughtoaccommodateavarietyofuses.Somemayuseitwithlittleornographicelements,whileothersmightneedtoconveyfar
25、morecomplicateddata.Itssimpletouse.Althoughcommunicationsspecialistsandgraphicdesignershaveworkedtocreatethistemplate,anyoneinIBMshouldbeabletouseitwithoutanyspecialskillsorsoftwarebeyondwhatisalreadyavailable.Dontautomaticallyassumeyouneedtousepresentationsoftwaretomakeyourpresentation!Someofthemos
26、teffectivesalesjobsaredonejustbyspeakingdirectly,sincerelyandinformativelyaboutthesubject,withouthidingbehindcharts.InSayItWithPresentations,notedpresentationdesignerGeneZelaznygivesthreebasictypesofmediayoushouldconsiderifyouneedvisualstohelpconveyyourmessage:Lapvisuals,socalledbecauseeachmemberoft
27、heaudiencereceiveshisorherowncopyofthematerialsatthestartofthemeeting,ifnotbefore.Bestforsmallgroups,theirusecanopenupdiscussionandhelpeveryoneparticipateasequalpartners.Thedownsideisthattheymayreadaheadandstartaskingquestionsyouwouldprefertodealwithlaterinthediscussion.Andyoucanalsomissopportunitie
28、sforeyecontactifeveryoneislookingdownreading.Easelsorwhiteboards.Greatforincreasinginteractivityamong15orfewerpeople,sinceyourerecordingtheaudiencesideasastheycomeup.Downsides:Avoidspendingallyourtimewithyourbacktotheaudience;perhapsdeputizeamemberofthemeetingtohelpwritedownpointssoyoucanconcentrate
29、ontheircommentsandreactionstoyouandeachother.On-screenpresentations.Whilelesspersonablethantheothertwomethods,thisisbyfarthemostpolishedandsuitableforlargeaudiences.Sincethisisalsothemediumwiththegreatestpitfalls,thisisthetypeofpresentationwellbeworkingoninthissection.TitlescreenByusingastandardtitl
30、echartandfollowingthestyleconsistently,wewilladdaprofessionaltouchnotonlytoourindividualpresentationsbutcollectivelytoallofIBMsface-to-facecommunications.Thetitleslideisastraightforwardelement,andgenerallyrequiresonlythatyouincludeyourname,IBMorganization,andspeakingtopicintheplacesprovided.However,
31、thetemplateallowsforotherelementsthatmightberequired,anditsimportanttofollowtheguidelinesifyouwillbeusingthese.Moretext(ifyoumust)Thetemplatealsoprovidesaformatforlongerblocksoftext.Youshoulduseblocksoftextverysparingly.Yes,onceinawhiletheremightbealongerpassagethatisrelevant,andvaluable.Forinstance
32、,youmighthaveaquotefromananalystorcustomerthatisparticularlystriking:Ifyouaregoingtomakeyouraudiencereadsomething,makesureitsworththeirtimeandeffort.Moreimportant,makesureitsworthyourtime,sinceyoudonthavemuchavailableandyouvejustturnedsomeofitintoasmallreadingassignment.DontoverdoitBeforeyoubegin,ke
33、epinmindsomekeypoints:Visualsarenotyourpresentation.Youarethepresentation.YouraudiencehasnotgatheredforthepurposeofreadingyourFreelance(orPowerPoint)pages;theyhavecometohearyoucommunicate.Usevisualstosupportyourmessage.Lessismore.Agraphthatshows(forexample)levelsofcustomerspendingoncertaintechnologi
34、escanrevealataglancetrendsinthemarket,butitremainsyourtasktoexplainthatdatasrelevancetoyouraudience.Asingle,well-constructedgraphic,supportedbyyourthoughtfulexplanation,ismoreeffectivethanaseriesofchartsthattheaudiencemustdecipher.Projectedvisualshaveseverelimits.Theyareconstrainedbytheresolutionofa
35、computerscreen,whichisfarlowerthantheprintedpage.Theyarelimitedfurtherbybeingprojectedontoascreenthatpeoplemustreadfromadistance.Forthisreason,wewanttokeepvisualssimpleandbold.Morecomplexgraphicsarebettersuitedforinclusioninprintedmaterials.LetstakealookatthemainelementsoftheIBMPresentationTemplatet
36、hatyoumightneedtoinclude.Morepossibilitiesandvariationsareavailableinthepresentationtemplatesthemselves.Butunderstandingwhichyouneed,andwhen,isthefirststep.Bullet-pointtextYouraudienceisreadytolistenandtolook,buttheydontwanttoreadlongpassagesoftextonascreen.Andyoudontwantthemtoo,eitherreadingtakesth
37、eirattentionawayfromwhatyouaresaying.Themosteffectivewaytousetextiswithshortphrasesthatcanbereadataglance.Presentedthisway,textcanremindpeopleofyourkeypoints,orhelpthemfollowtheprogressofyourpresentation.Heresanexampleoftextpoorlyused:Thatisntabad-lookingpage,anditisnttoodifficulttoread.Butitcanbeim
38、proved.Thiswouldbeevenbetter:Thefirstexampletriestopresentyourmessage.Thesecondexamplemerelyprovidescuestothemessagesyouarediscussing.Itengagestheaudiencestimeonlyforamoment,anddemandsthattheylistentowhatyouresayingasyouexplainthepoints.Ofcourse,evenwhenyoureduceyourmessagetoabullet-pointphrase,youc
39、anstilldefeatyourselfbycrammingtoomanyontoasinglepage.Thatswhyyoushouldlimitanypageoftexttonomorethanfiveitems(andevenfiveispushingit).Youllseethatthetemplatereflectsthislimit.Thislimitoffiveisnotamatterofhowmuchtextwillfitontoapagewhileremainingbothlegibleandvisuallypleasing,althoughtheseareimporta
40、ntconsiderations.Rather,itsaquestionofhowmuchinformationsomeonecaneasilyretainatonetime,especiallywhilelisteningtoyouspeak.ButwhatifyouhavemorethanthreeorevenfivepointstomakeaboutIBMservers?Perhapsyouwanttotalkaboutthetechnologiesthatgiveourserverstheirprice-performanceedge,andcitesomebenchmarkstudi
41、esasevidence.Youhavemoretosayaboutmanagementcapabilities,too.Itsimplywontfitintofivelines.Noproblem.Ifyouexamineyourinformation,youarelikelytofindthatitwillarrangeitselfintogroupsofdetailsthatsupportmoregeneralpoints.(Ifyoudpreparedyourinformationcarefully,accordingtothepyramidstructuredescribedinth
42、ePlanItmodule,thisshouldalreadybeclear.)Thesolutionistocreateanotherpagewhichfocusesingreaterdetailononeofyourtopics.Inourcurrentexample,youmightprogresstothis:Hereagain,youaregivingyouraudiencealimited,manageableamountofinformationatanyonetime.Ifyouhavebenchmarkdata(inthisexample)thatsimplydemandsa
43、graphictreatment,dontcramitontothispageunlessitsaverysimplegraphic.Makeanotherpage,devotedtothat.Whenyouvefinishedwithyourinformationaboutprice-performance,returntoyourlistandthesecondpoint.YournextpagemightlistthekeypointsaboutIBMserversadvancedmanagementcapabilities,followedbyonewithmoredetailonLi
44、nuxandopenstandards.Ifthoseothertopicsdonthaveasmuchsupportingdetail,youmightsimplyshowyourfirstpageaboutIBMserversagain,perhapswithyournextpointhighlighted:Youwouldthenproceedtodiscusstheadvancedmanagementfeatures.Youraudiencehasaclearandquickvisualcuethatyouremovingontothesecondpoint,alongwitharem
45、inderthatathirdonewillfollow.Itsperfectlyokaytorepeatpagesinthismanner.Repeatingpagescanhelpyouraudiencefollowthepresentation,withoutrequiringalotoftheirattentiontodoso.Whileitstruethatlessismoreonanysinglepage(andevenforvisualsingeneral)solongasyourpagesarebriefanddirect,repeatingpagesinordertohigh
46、lighttheprogressofyourpresentationisaneffectiveuseofsupportingvisuals.Inthisinstance,morecanbemore.Justdontgetcarriedaway:youdontneedalineonthescreentosummarizeeverysinglethingyouregoingtosay.(Ifyouarepreparingaprintedversionofyourpitchtodistributetoyouraudience,youwillprobablyincludeapageonlyonce,a
47、ndremoveanyhighlightedandrepeatedpages.)Charts&graphsChartwareIfyourpresentationsrequiregreateruseofawidervarietyofcharts,youcanfindamoredetailedexplorationofthetopicinSayitWithCharts,byGeneZelazny,oneofthebooksinourrecommendedreadinglist.Foranevendeeperexaminationofvisualcommunication,EnvisioningIn
48、formationbyEdwardTufteisexcellent,thoughnotasdirectlyrelevanttobusinesspresentations.Chartsandgraphscanbeveryeffectivetools.Theycanalsobeannoyinglyclumsy,obscuringtheveryinformationtheyreintendedtocommunicate.Likeothertools,theymustbeusedwhenthetaskrequiresthem,andwithcare.Ourtemplatecallsforchartss
49、trippedcleanofextraneousclutter,freefromsuchvisualgimmickryasthree-dimensionaleffects,andrestrainedintheiruseofcolor.Ifyourinformationisrelevanttoyouraudience,itshouldntbeobscuredbythissortofdistraction.Ifyourinformationisntrelevant,itshouldntbeonthescreenatall.Thisintroductiontothesimplest,mostcomm
50、onandeffectivetypesofchartsusedinpresentationsshouldhelpyoudevelopthebasicskillsyouneedtodecidewhentouseagraph,howtoselectthetypemostappropriatetoyourdata,andhowtocreateitusingthesoftwareyoualreadyhaveavailable,inastylethatwillblendharmoniouslyintotheIBMtemplate.Beforeyouevenbegincreatingcharts,ther
51、eareafewpointstokeepinmind.Chartsmustberead.Theydontconveyinformation,butratherpresentitinavisualwaythatmakesunderstandingiteasy.Still,youraudienceisgoingtohavetoextractthemessageofachartbylookingatit,byreadingit,possiblywithyourassistanceinpointingoutitskeyaspects.Thesimplerachartis,themoreclearand
52、directitsmessagewillbe.Complexchartsofsimpleinformationarefailures.Simplechartsofcomplexinformationareachievements.Whendatademandscomplexcharts,theyarenearlyalwaysbetterpresentedonaprintedhandout.Wewillworkaroundtheselimitsasbestwecan,butyoumustbeawareofthemandstriveforsimplicity.Inthehandsofskilled
53、peopletrainedinpresentinginformationvisually,therearesoftwaretoolscapableoftransformingcomplexdataintoelegantandeffectivecharts.Buttheseoftenrequirespecializedskills.YoullfindallsortsofexamplesofchartsandgraphsintheInfographicsHYPERLINK/ibm/presentations/pre_templates.htmlpresentationtemplates.Oncey
54、ouvegotyourpresentationprepared,however,yourereadytoPresentItwhichjusthappenstobethesubjectofthethirdandfinalsectionoftheIBMPresentationMethodology.ThetemplateTheIBMPresentationTemplate(someonereadingthishasalreadymentallyshortenedittotheIPT,nodoubt)givesyouafewbasicoptionstochoosefrom.Insideofthebl
55、uebands(theletterboxarea),youcaneitheruseablackbackgroundwithwhitetextorawhitebackgroundwithblacktext.Youcanhavebackgroundimageryonthetitleslideinsidetheletterboxorinthebluebands.Afewthingsyoushouldntchangehowever:Thecolororsizeofthebluebands,exceptbetweenthetwovariationsgivenasoptionsinthetemplatea
56、ndforthestyleofthebandsintheprintableblack-and-whiteversion.Thefont,whichisArial.(Arialisoneofthesans-seriffonts,whicharegenerallyconsideredeasiertoreadprojectedonamonitororscreen,orwhenprintedondarkbackgrounds.Seriffonts,suchasTimesNewRomanandBodoni,aregenerallyconsideredeasiertoreadinprintonwhiteo
57、rlight-coloredpaper.)Thesize,position,orotherattributesoftheIBMlogointheupperright.Thecolorpalette.Theminimumpointorfontsizeofthevarioustextelements.ThepositionofsuchelementsasIBMConfidential,thetitleofthepresentation,thepagenumberingifyouuseit.Whenyouusethetemplate,youllseemoreguidelinesinthenon-di
58、splayingmarginsofitsslides,andmoredetailedexplanationsareavailablefromthetemplatedownloadmenu.Fornow,wellconcernourselveswithsomeofthemostbasickindsofpagesandhowtousethemmosteffectively.WheretobeginCongratulations:Youhaveawell-organized,concise,targetedpresentation.Youknowthematerialwellenoughtoimpr
59、oviseifneeded,andrespondtoquestions.Yoursupportingvisualmaterialslooksharp-andmoreimportant,theyconveyinformationtosupportyourmessages,nothingmoreorless.Youhavecreatedaneditedversionofyourslides,reformattedforblack-and-white,andprintedenoughtohandouttoyouraudience.Yourethoroughlyprepared.SayIt,DontJ
60、ustPlayItItsbecomeanacceptedpartofthecultureatIBM(andelsewhere)toe-mailapresentationtosomeone,inlieuofpresentingitinpersonorwhenanin-personpresentationisntpossible.Whilethiscanbeagreatcost-saverintermsoftravelandtime,realizethatifyourchartsarecompleteenoughtostandallontheirownwithoutyourthoughtfular
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