HBR Guide to Persuasive Presentations (HBR Guide Series)

Create Something They’ll Always Remember

Place Something They’ll Always Remember—a climactic S.T.A.R. moment—in your presentation to drive your big idea home. That moment is what the audience will chat (or tweet) about after your talk. It can also help your message go viral through social media and news coverage. Use it to make people uncomfortable with what is or to draw them toward what could be. Here are four ways to create a S.T.A.R. moment that captivates your audience and generates buzz.

Shocking statistics

If statistics are shocking, don’t glide over them—amplify them. For example, in his 2010 Consumer Electronics Show presentation, Intel CEO Paul Otellini used startling numbers to convey the speed and impact of the company’s newest technology. ...