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9 WAYS THAT P.R. PROS CAN PERFECT THEIR NEXT PRESENTATION PRSA-NCC July 2025

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Why PowerPoint Matters PowerPoint’s Reputation The Purpose of Slides Design Visuals Animations Status Slides A Theme Master Slides

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Your Conclusion Your Last Slide

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THE BIG PICTURE WHY POWER- POINT MATTERS

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“Presentations have become the de facto tool of business communication. Companies are started, products are launched, climate systems are saved — based on the quality of your pitch deck.” —NANCY DUARTE

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THE PROBLEM POWERPOINT’S REPUTATION

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Here are the top three reasons why people hate PowerPoint.

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Here are the top three reasons why people hate PowerPoint. Speakers read their slides. The slides are chock-full of text. The slides are boor-ring!

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POWERPOINT 101

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WAY #1 THE PURPOSE OF SLIDES

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Traditional Tina I use my slides as notes, clues, or prompts.

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“The slides are for the audience, not the speaker. The purpose of projecting a slide on the wall is to provide a visual representation of the topics being spoken of. The slides should reinforce, not repeat, the words of the speaker.” —ROBERT FROST Long Explanation

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“Your deck is your sidekick, not your Teleprompter.” —AMANDA HOLT Short Explanation

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Traditional Tina A deck should be an end in itself. If I share my slides, the reader should be able to basically learn everything on her own. Savvy Susan A slideshow should be presented, not recited. Delivered, not read.

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WAY #2 DESIGN

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CONTENT

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DESIGN

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“How your work looks can be as important as what it says.” —JONATHAN RICK

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Visuals Text

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ADP Has an Enormous Opportunity for Improvement § ADP's Employer Services business is underperforming its potential § ADP can significantly improve its performance and competitive position with improved operational efficiency and greater technology leadership o Employer Services, currently earning a -19% operating margin, should achieve 35% or greater margins o Employer Services' growth can increase to -7%+ § Achieving ADP's structural potential will drive enormous shareholder value o The long-term health of ADP will be driven by an improved and superior culture, employee engagement, innovation, and operational efficiency § ADP's transformation can be accomplished without undue risk § The transformations of Solera (f.k.a. Claims Services) and CDK (f.k.a. Dealer Services), previously owned by ADP, provide a roadmap

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ADP Has an Enormous Opportunity for Improvement § Employer Services is underperforming. § Operational efficiency and greater technology leadership can improve its performance. § Achieving structural potential will drive enormous shareholder value. § No undue risk. § Solera provides a roadmap. Step #1

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ADP Has an Enormous Opportunity § Employer Services is underperforming. § Operational efficiency and greater technology leadership can improve its performance. § Achieving structural potential will drive enormous shareholder value. § No undue risk. § Solera provides a roadmap. Step #2

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ADP Has an Enormous Opportunity § Employer Services is underperforming. § Operational efficiency and greater technology leadership can improve its performance. § Achieving structural potential will drive enormous shareholder value. § No undue risk. § Solera provides a roadmap. Step #3

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ADP Has an Enormous Opportunity § Employer Services is underperforming. § Operational efficiency and greater technology leadership can improve its performance. § Achieving structural potential will drive enormous shareholder value. § No undue risk. § Solera provides a roadmap. Step #4

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ADP Has an Enormous Opportunity ► Employer Services is underperforming. ► Operational efficiency and greater technology leadership can improve its performance. ► Achieving structural potential will drive enormous shareholder value. ► No undue risk. ► Solera provides a roadmap. Step #5

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ADP Has an Enormous Opportunity ► Employer Services is underperforming. ► Operational efficiency and greater technology leadership can improve its performance. ► Achieving structural potential will drive enormous shareholder value. ► No undue risk. ► Solera provides a roadmap. Step #6

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ADP Has an Enormous Opportunity ► Employer Services is underperforming. ► Operational efficiency and greater technology leadership can improve its performance. ► Achieving structural potential will drive enormous shareholder value. ► No undue risk. ► Solera provides a roadmap. Step #7

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Before After

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WAY #2 Bullet Points DESIGN

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ADP Has an Enormous Opportunity for Improvement § ADP's Employer Services business is underperforming its potential § ADP can significantly improve its performance and competitive position with improved operational efficiency and greater technology leadership o Employer Services, currently earning a -19% operating margin, should achieve 35% or greater margins o Employer Services' growth can increase to -7%+ § Achieving ADP's structural potential will drive enormous shareholder value o The long-term health of ADP will be driven by an improved and superior culture, employee engagement, innovation, and operational efficiency § ADP's transformation can be accomplished without undue risk § The transformations of Solera (f.k.a. Claims Services) and CDK (f.k.a. Dealer Services), previously owned by ADP, provide a roadmap

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1 That’s how many ideas you should limit every slide to.

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WAY #2 Questions DESIGN

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? What if my content is complex?

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“If you can’t explain it simply, you don’t understand it well enough.” —ALBERT EINSTEIN

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? How many slides should I have?

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Traditional Tina If I need to limit each slide to one idea, then I’ll need 30 slides for a 10-minute talk! Savvy Susan Exactly!

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? When should I use words, and when should I use pictures?

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Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate The Picture-Superiority Effect

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WAY #2 Typefaces DESIGN

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Traditional Tina Arial Calibri Times New Roman Savvy Susan Brawler GOTHAM burst my bubble

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Google Fonts

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Never Make People Squint

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This Is a Headline in Size 60 This Is a Headline in Size 40 This Is a Headline in Size 20

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This Is What Line Spacing Looks Like at 60 Points This Is What Line Spacing Looks Like at 55 Points This Is What Line Spacing Looks Like at 46 Points

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WAY #2 Leave Behinds DESIGN

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Surprise

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White Paper Op-Ed Bullet Points

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Note Taking

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“The imperfect recordings of the pencil- pusher reflect and excite a process of integration, creating more textured and effective modes of recall.” —DAN ROCKMORE

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? When should I use Word, and when should I PowerPoint?

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WAY #3 VISUALS

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The use of visuals is not about making things look pretty.

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The use of visuals is not about making things look pretty. It’s about directing attention.

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Words + Pics 65% Words 10%

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“I spent 15 years as a television news anchor. A news producer would never consider building a 30-minute newscast with no graphics over the anchor’s shoulder. Viewers don’t want to see a talking head for that long. It’s boring, no matter how well a person is trained in vocal delivery. Why, then, would I consider giving a 30-minute talk without any visuals?” —CARMINE GALLO

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Acknowledgements • Elise Weerts, JHU • Claire Fraser, UMD • Leandro Vendruscolo, NIH/NIDA • Xiaobai Li, NIH/CC • Silvia Beurmann, UMD • Carlotta Vizioli, NIH/NIAAA • Victor Ruiz-Rodado, NIH/NCI • Paule Joseph, NIH/NIAAA W ords

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Elise Weerts JHU Claire Fraser UMD Leandro Vendruscolo NIH Carlotta Vizioli NIH Silvia Beurmann UMD Paule Joseph NIH Victor Ruiz-Rodado NIH Xiaobai Li NIH W ords + Pics

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Chief Lorenzo Leggio Staff Clinician Mary Lee Program Manager Lisa Farinelli Postdoc Fellow Monika Faulkner Staff Scientist: Mehdi Farokhnia Postbac IRTA Fellows Kelly Abshire Jillian Battista Brittney Browning Vicky Chuong Adriana Gregory-Flores Pallavi Mannava Navan Shah Abigail Smith Research Assistant Sara Deschaine Researcher Jeanelle Portelli Program Specialist Ann Andrus W ords + Pics

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My 3 Favorite Swimmers 1. Michael Phelps 2. Caeleb Dressel 3. Ryan Lochte W ords

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Pics

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Phelps Dressel Lochte W ords + Pics

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Writers Agonize over the perfect word. Designers Agonize over the perfect picture.

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B.B.B.

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B.B.B. Big Bold Beautiful

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B.B.B. Big Bold Beautiful

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B.B.B. Big Bold Beautiful

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Teamwork Stock Art

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1. Clichéd

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1. Clichéd 2. Ubiquitous

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Search-Engine Optimization BENEFITS • Facilitates customer acquisition. • Doesn’t require fees (unlike S.E.M.). REQUIREMENTS • Identify your top keywords. • Write content.

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Search-Engine Optimization BENEFITS • Facilitates customer acquisition. • Doesn’t require fees (unlike S.E.M.). REQUIREMENTS • Identify your top keywords. • Write content. Search-Engine Optimization • Facilitates customer acquisition. • Doesn’t require fees (unlike S.E.M.). • Identify your top keywords. • Write content.

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Search-Engine Optimization BENEFITS • Facilitates customer acquisition. • Doesn’t require fees (unlike S.E.M.). REQUIREMENTS • Identify your top keywords. • Write content. Search-Engine Optimization • Facilitates customer acquisition. • Doesn’t require fees (unlike S.E.M.). • Identify your top keywords. • Write content. Are Your Customers Finding You Online?

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Search-Engine Optimization BENEFITS • Facilitates customer acquisition. • Doesn’t require fees (unlike S.E.M.). REQUIREMENTS • Identify your top keywords. • Write content. Search-Engine Optimization • Facilitates customer acquisition. • Doesn’t require fees (unlike S.E.M.). • Identify your top keywords. • Write content. Are Your Customers Finding You Online? Without Good S.E.O., You’re Nowhere

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Literal Conceptual

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? Where do I find these B.B.B. images?

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Edit Master text styles

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I did it by accident. I resized the picture. I credit the photographer. My slides aren’t commercial. I used the image a decade ago. It’s a logo.

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I did it by accident. I resized the picture. I credit the photographer. My slides aren’t commercial. I used the image a decade ago. It’s a logo.

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I did it by accident. I resized the picture. I credit the photographer. My slides aren’t commercial. I used the image a decade ago. It’s a logo.

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I did it by accident. I resized the picture. I credit the photographer. My slides aren’t commercial. I used the image a decade ago. It’s a logo.

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I did it by accident. I resized the picture. I credit the photographer. My slides aren’t commercial. I used the image a decade ago. It’s a logo.

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I did it by accident. I resized the picture. I credit the photographer. My slides aren’t commercial. I used the image a decade ago. It’s a logo.

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I did it by accident. I resized the picture. I credit the photographer. My slides aren’t commercial. I used the image a decade ago. It’s a logo.

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I did it by accident. I resized the picture. I credit the photographer. My slides aren’t commercial. I used the image a decade ago. It’s a logo.

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I did it by accident. I resized the picture. I credit the photographer. My slides aren’t commercial. I used the image a decade ago. It’s a logo.

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I did it by accident. I resized the picture. I credit the photographer. My slides aren’t commercial. I used the image a decade ago. It’s a logo.

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14 YEARS LATER

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$150K

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Free Free Paid Paid

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Free Paid Paid

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Long-Term Goals Energy Security Hard-to-Abate Sectors

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Long-Term Goals Energy Security Hard-to-Abate Sectors

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Let’s Recap The problem with Power- Point isn’t PowerPoint. The problem is… 1/4

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Let’s Recap Should your slides, on their own, be com- pletely comprehensible? 2/4

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Let’s Recap What is a “slideument”? 3/4

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Let’s Recap How long should it take someone to grasp one of your slides? 3/4

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Let’s Recap What design element is banned at TED Talks? 3/4

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Let’s Recap Your visuals should be “B.B.B.” What does that mean? 4/4

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Let’s Recap The best images aren’t literal. They’re __________. 4/4

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Let’s Recap Name one website you can use instead of Google Images. 4/4

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POWERPOINT 201

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WAY #4 ANIMATIONS

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People can read your slides, or they can listen to you.

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People can read your slides, or they can listen to you. But they can’t do both at the same time.

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Michael Phelps Caeleb Dressel Ryan Lochte W rong

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Michael Phelps Right

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Michael Phelps Caeleb Dressel Right

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Michael Phelps Caeleb Dressel Ryan Lochte Right

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Michael Phelps

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WAY #4 Fading ANIMATIONS

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Michael Phelps

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Michael Phelps Caeleb Dressel

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Michael Phelps Caeleb Dressel

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Michael Phelps Caeleb Dressel Ryan Lochte

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Phelps

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Phelps

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Dressel Phelps

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Dressel Phelps

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Dressel Lochte Phelps

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People can read your slides, or they can listen to you.

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People can read your slides, or they can listen to you. But they can’t do both at the same time.

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WAY #5 STATUS SLIDES

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WAY #5 Agenda Slide STATUS SLIDES

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? Why is an agenda slide important?

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? Expectations

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WAY #5 Chapter Slides STATUS SLIDES

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Tem plate #1

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Tem plate #2

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Tem plate #3

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? Why is a chapter slide important?

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? Change Progress

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POWERPOINT 301

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WAY #6 MASTER SLIDES

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WAY #7 A THEME

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Pop Culture Elon Musk The West Wing Politics

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WAY #8 YOUR CONCLUSION

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Recap Takeaway Quote Pic

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WAY #9 YOUR LAST SLIDE

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Thank You W rong

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We’d Love to Work With You! [email protected] (202) 596-1882 jonathanrick.com @jrick speakerdeck.com/jrick W rong

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@jrick jonathanrick.com/ newsletter hi@ jonathanrick.com W rong

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What’d I miss? Let me know! [email protected] Right

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Let’s Recap Why should you show only one thing at a time? 1/6

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Let’s Recap Why are status slides important? 2/6

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Let’s Recap Why use master slides? 3/6

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Let’s Recap Why use a theme? 4/6

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Let’s Recap Name one way to conclude rather than end your presentation. 5/6

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Let’s Recap Which format for your last slide do you like best? 6/6

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Could your team benefit from better PowerPoint presentations? I’d love to train them! Email me? [email protected]