15 Successful Communications Lessons (Collection)

Don’t Make Them Think!

Creating the Best Flow for the Elements of any Great Presentation

Jerry Weissman

The best way to express the critical importance of flow to your audience is to start with the simple example of written text. One distinctive aspect of written text is that the reader, who is the audience to the writer, has random access to the writer’s content. If the reader, while browsing through a book, report, or magazine, encounters a word or reference that is unclear but looks familiar, the reader can simply place a finger in the current page and then riffle back through the prior pages to find the original definition or reference. The ...