Now, location is about map building.

And a map is typically a visual analogy or a metaphor for the territory in question.

For example, this would be a map for the orange,

by juice, skin, pulp, or seeds somewhere there.

But of course, it doesn't make too much sense to create

a packaging for just three items.

This is much more sensible.

We have eight provinces here, I think it's Pakistan,

and here we are we go one by one talking about each province.

And by the end of the talk we have covered all the country, the entire country.

So this is how maps work.

This is not an analogy, this is a metaphor.

And as far as I'm concerned, a rather lame one but, hey, it worked for Steve, right?

It's much more interesting, well, slightly more interesting than a bullet point list.

This is a more complicated metaphor,

it's a house made of aluminium or aluminum, some people say.

The middle part is the core, smelting business, there's a foundation

which includes electricity and bauxite and aluminum, and

the roof is about high premium, high-technology products, right?

And that red thing over there is a pencil, and

you just tabs on whatever part we're talking about at the moment.

This is a rather, I wouldn't even say clever, but

weird idea of games plus apocalypse, together gamepocalypse.

And this is apparently how you arrive to gamepocalypse,

via all those little steps, very complicated presentation, and

you build it one by one, constantly returning to this method and

it gives the audience the sense of progress, it keeps you on track.

Wonderful idea and a wonderful presentation too.

Now, this is a presentation about the whole hog of a viral video,

by some company specializing, there's a link down there,

by some company specializing on creating viral videos.

And, well, five, I think even six, yeah, six items on that list,

bright packaged in a nice full picture.

Much easier to remember, much more visual, and that was location.

The next thing would be alphabet.

Now A stands for alphabet, you can organize your information alphabetically,

which wouldn't make too much of a sense in a presentation,

it's not a dictionary after all.

But you can create an acronym,for example, LATCH.

The whole book, Made to Stick, brilliant book, could be packaged in an acronym.

Simple, unexpected, credible, concrete, emotional,

story, which of course spells SUCCES, with one s, but hey.

The big five personality traits, perhaps the most popular concept for

describing personality, spells OCEAN.

Openness, conscientiousness, extraversion, agreeableness, and neuroticism, OCEAN.

My four types of evidence could be compressed as CASE.

I didn't do this because I think it's lame and the list is very short.

So I have to warn you, this is annoying enough to appear on the list of

six habits of highly annoying public speakers, so please don't overdo it.

Thing number three, T.

T stands for time and time is just any timeline you can imagine.

If you're explaining some project which has a time limit,

most projects have timelines, this is what you do.

You just draw a timeline and walk your audience one by one through this timeline,

constantly showing the whole timeline and little bits of it.

Time is really quite simple.

Most stories are organized this way.

Storytelling is a timeline presentation, essentially.

C, C is my favorite.

C stands for category.

I like breaking this world into neat little pieces.

For example, this is a plan for a presentation with just four items.

But, hey, I will talk about fashion, travel, entertainment.

And strangely enough it should, because this is the industry I'm working it,

how everything else influences insurance.

And I walk through the presentation highlighting the relevant bits of it.

Apple, uses the same categories for all its hardware products.

All of their presentations have the same parts.

They talk about design, they talk about user interfaces, and

hardware, and ecosystems.

And I understand this is their big thing, this is their values list or something.

They design products that are very nice looking,

that have great user interface, that are user-friendly, easy to use.

That have innovative hardware and that fit into the Apple designed ecosystem.

I watched I think seven or eight presentations by Steve Jobs and

little by little I start to notice the pattern.

He has four categories which he always tries to discuss.

So though it's possible,

but all his hardware products were presented through those categories.

He talks about design, he talks about user interface, he talks about hardware,

and he talks about the overall ecosystem Apple is trying to create hardware,

software, and things in between, four categories.

My presentation, death by power point, four categories, significance,

structure, simplicity, and rehearsal.

And I give through presentation and

I highlight pieces that I'm talking about at the moment.

Very recently, I did a presentations, rather long presentation,

very specialized presentation, on typefaces.

And I start with a very simple 2 x 2 matrix, but

then I add some additional dimensions and

I arrive to a rather complex map with nine items on the list.

Little by little, I create, I categorize things and this was category.

And finally, hierarchy, now hierarchy is really quite simple,

we all know what it is.

It could be a hierarchy like this one, hierarchy of needs, food and

shelter somewhere at the bottom, and self actualization somewhere at the top.

Or it could be like a mind map.

I love drawing mind maps, and

sometimes I show those mind maps to the audience as I go through the presentation.

For example, at the moment, we are here.

We are discussing solutions.

So, that was LATCH by Richard Saul Wurman.

Location, alphabet, time, category, and hierarchy.

And my final word would be, don't let your middle become the muddle,

by organizing your middle.

Thank you.

LATCH

Presentation skills: Speechwriting and Storytelling

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