Page 59 - The New Articulate Executive_ Look, Act and Sound Like a Leader
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TALKING
WITH PICTURES
W STANDS FOR WINDOWS
In our model, a window is a way to see inside the presentation. Win-
dows represent concrete examples.
A strong message without specifics to back it up is a bankrupt
message. Every proposition needs proof for credibility. To provide
credibility, we have to build in windows—concrete examples, perti-
nent illustrations, proper data, anecdotes, or analogies that provide
the flip side to the concept.
-
A concept is only an abstraction, and abstractions are about as easy
to remember as a dream after waking. Every idea linked to a theme
must have a solid example, a window, linked to the idea—because we
know from experience that concepts that try to stand alone fall
alone. They go in one ear and out the other. So it is not a good use of
an audience’s time to endure a string of abstractions—
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