Resonate: Present Visual Stories that Transform Audiences

Chapter 8. There's Always Room to Improve

Amplify the Signal, Minimize the Noise

A presentation broadcasts information to an audience in much the same way that a radio broadcasts programming to listeners. Thus, the signal's strength and clarity determine how well information is conveyed to its intended recipients. Communication is a complex process that has many points at which the signal can break down. Once a message has left its sender, it is susceptible to interference and noise, which can cloud its intention and compromise the recipient's ability to discern the meaning.

Communication has the following parts: sender, transmission, reception, receiver, and noise. The message can become distorted at any step of this process. Your top priority is to ensure that the message-carrying signal is free from as much noise or interference as possible.

Presentation development works the same way. Every step of the process either enhances the signal or creates noise that causes the audience to tune out.

My own high-tech career began in 1984 selling custom high-frequency cable assemblies. Each cable was custom engineered to meet an extensive list of specifications. The task of every engineer and plant employee was to ensure that each step in the manufacturing process reduced the noise margin and protected the signal's quality. We tested raw materials, insulated wire with advanced materials, and produced gold-plated terminators. We fussed over everything at each stage and then tested everything ...