10TALKING WITH PICTURES

W STANDS FOR WINDOWS

In our model, a window is a way to see inside the presentation. Windows 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, pertinent 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. ...

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