From Business Book to Training Program (Part 1)

When we least expect it, life sets us a challenge to test our courage and willingness to change; at such a moment, there is no point in pretending that nothing has happened or in saying that we are not yet ready. The challenge will not wait. Life does not look back. A week is more than enough time for us to decide whether or not to accept our destiny.
— Paulo Coelho, The Devil and Miss Prym

Five years ago, I embraced a challenge that changed my professional life.

I received a PowerPoint deck that our friend Andréa had presented to a Professional Women's association in Brazil. She shared stories and case studies that were at the heart of her book: Valor Feminino (Published in Portuguese – translates to "Female Value").

The deck was filled with interesting insights and detailed facts; but, it took me a few views to understand what the presentation was about.

My initial assignment was to redesign the presentation, so that she could deliver it in other venues. I had been doing a lot of this kind of work, taking an "okay" presentation and making it look better. This project required a different approach – This presentation wanted to be a training program.

Structuring the presentation like a course would support the publication of the book, empower the author and give actionable life lessons to the audience.


Step 1 – Active Listening

Listening to understand is not easy. It's a skill that requires curiosity, concentration and self control. It's difficult to turn off the part of your brain that wants to interrupt, add your two cents or make a proposal.

Listening leads to good work, by reducing the time and energy that is wasted in correcting misunderstandings, especially when they are revealed late in a project and require big changes.

We made listening and exploring Andréa's needs for her program a team effort. We knew we had to align our results to her goals.

We used verbal probes to align our efforts to:

  • Her Objective: Share powerful tools for Brazilian women to succeed in business
  • Her Audience: Brazilian women

This meant boiling the message, the case studies and the stories to specific skills that she could teach and that they could make a part of their lives.


We will publish part two of "Turning your Business Book into a Training Program" Wednesday, May 20.

Break the Habit – 8 ways to defeat overloaded visuals

We call them visual aids. We build, compile, research, design and tweak them for more hours than we will ever admit. We support our points with dense data, trying to answer every question. Fill every square inch of screen real estate with information. So, why does the presentation fail? Why do so many visuals hurt rather than aid us.

People have a limited capacity to retain and to process information, and so will not understand a message if too much information must be retained or processed.
— Dr. Stephen M. Kosslyn

In a nutshell, if your intention is to inform, engage or inspire action, overloading a presentation is ineffective and unproductive. It drains the audience and dulls the speaker.

8 Ways to Step Up to Overloaded Visuals

  1. Begin with the end in mind – Devote some time to completing this phrase: "At the end of this presentation, I want my audience to…" – With this process you define your objective and your audience, your purpose and your desired outcome.
  2. Collect and select your ideas, data and evidence – Relevance is key. Every piece of information should answer two questions: Does it support my objective? and Will my audience find it compelling? Remember that  compelling is a measure of interest and understanding, not necessarily agreement.
  3. Outline your presentation – Literally write the order of your presentation step by step. We recommend beginning with a grabber: a story, quote or number that engages the audience and grabs their attention from the beginning. This should take a maximum of 20 minutes.
  4. Present the outline to a colleague (or spouse) who is unfamiliar with the topic – We are often too close to our material. Remember you are not your own audience. Nothing is obvious. Subjecting your message to an early, knowledgeable and honest audience will help you edit.
  5. Edit – Select advice from your test audience and ask: Does it support my objective? and Will my audience find it compelling? again.
  6. Storyboard – I like a good pen and a stack of post-its. I don't lose time erasing and I can reorder things, if I need to. Find the clearest way to illustrate your point using text, graphs and images. Remember that pictures are powerful and easy to remember. Use them to illuminate, not simply adorn. Garr Reynolds' Presentation Zen has a wonderful article about Storyboarding.
  7. Make a digital version or two – There's a difference between a presentation deliver and one that you email. Your in-person audience has you to deliver it. When you deliver in person, you are the main point of contact between your message and your audience. When you email a presentation, that role is usually taken over by your document. The emailed presentation could allow more information, whether on the slide, in the notes or through hyperlinks that lead to appendices. Here's a nice article that shows how to turn slideuments into visual aids.
  8. Edit, then present.

In the words of the late, great designer Massimo Vignelli, make it semantically correct, syntactically consistent, pragmatically understandable, visually powerful, intellectually elegant and of course, timeless – your audiences deserve it.

Break The Habit — 8 Ways To Step Up To Overloaded Visuals - Created with Haiku Deck, presentation software that inspires