10-20-30

The former chief evangelist for Apple, Guy Kawasaki was charged with converting users to Apple products. This was not an easy task before iPhones were invented.  Now with 42% of the smartphone market share, I think we can all agree that Apple has an astounding conversion rate. What makes Guy such an amazing evangelist? In one word…emotion. Guy positions his products as a cause, making users feel that they need to have them. In his own words, “A product or service, no matter how great, is a collection of parts or snippets of code. A ‘cause’,  by contrast, changes lives. It’s not enough to make a great product or service—you also need to position it and explain it as a way to improve lives.”

As a master communicator, Guy has a lot to say on the topic of presentation design. In 2005, he introduced the 10/20/30 rule. The rule advises to use less slides, less words, and less copy. Today, it is an industry standard for content gurus who strive to make a lasting impression through the power of presentation design. In using less, presenters are forced to understand their key points more and to communicate them better.

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