Presentation-Secrets-Of-Steve-Jobs
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94 DELIVER THE EXPERIENCE<br />
Two-Minute Warning<br />
The task of leaders is to simplify. You should be able to explain<br />
where you have to go in two minutes. 16<br />
—JEROEN VAN DER VEER, CEO, ROYAL DUTCH SHELL<br />
more easily understand material when it is presented in both<br />
words and pictures. In Mayer’s experiments, groups that were<br />
exposed to multisensory environments—texts and pictures, animation,<br />
and video—always had much more accurate recall of the<br />
information, in some cases up to twenty years later!<br />
CONTIGUITY PRINCIPLE<br />
“When giving a multimedia explanation, present corresponding<br />
words and pictures contiguously rather than separately,”<br />
Mayer advises. 17 In Mayer’s experiments, he exposed students to<br />
certain types of information and then tested them on what they<br />
had learned. Those students who had read a text containing<br />
captioned illustrations near the corresponding words performed<br />
65 percent better than those students who had read only plain<br />
text. Mayer says this principle is not surprising if you know how<br />
the brain works. When the brain is allowed to build two mental<br />
representations of an explanation—a verbal model and a visual<br />
model—the mental connections are that much stronger.<br />
SPLIT-ATTENTION PRINCIPLE<br />
Mayer also advises, “When giving a multimedia explanation,<br />
present words as auditory narration rather than visual on-screen<br />
text.” 18 When presenting information, words delivered orally<br />
have greater impact than words read by your audience on a slide.<br />
Having too many words to process overloads the brain.<br />
COHERENCE PRINCIPLE<br />
“When giving a multimedia explanation,” writes Mayer, “use few<br />
rather than many extraneous words and pictures.” 19 Shorter presentations<br />
with more relevant information are more consistent