Too many slides with bulleted text put audiences to sleep – a well-known and persistent problem. Although there is nothing technically wrong with using bulleted text – and it is even preferred in some cases – there are much better ways to present most lists. Below is a typical slide with bulleted text outlining the presentation’s objectives. As bulleted lists go, this one isn’t bad. The points are parallel (all sentence fragments beginning with a verb in this case) and action oriented.

Look closely at all of the points to see if there is a theme. This bulleted list takes the audience through a process of related steps – so it has flow. Look at each of the points individually to determine their messages:

• Point 1 simply calls for a definition or explanation of the current industry – an understanding
• Point 2 indicates that many factors are exerting force on the industry – pressure from outside forces
• Point 3 calls for interpretations of how the pressures affect the different aspects of the industry – an outflow of many
• Point 4 calls for a forecast for the industry so that appropriate actions can be taken – summarization and point of action.
  

Now consider a much better alternative for this slide: a “storytelling” conceptual chart. The chart below conveys the same basic points as the chart above but with more descriptive and useful information.

How does this chart relate to the original list?

• Point 1 is represented by the round photograph and text.
• Point 2 is shown as a segmented band encircling point 1. The segments are labeled for each of the forces affecting the industry. Ghosted arrows from each segment into point 1 imply pressures.
• Point 3 is indicated by the outflow of aspects of the industry that are affected by the pressures. Each can be discussed in turn, providing the called-for interpretation of implications.
• Point 4 is the resulting forecast. In this case the text below “Forecast probabilities” presents the process by which the forecast is made – not the forecast itself. The bottom-line forecast can be placed there if you choose, but think carefully about whether you want to deliver it so early in the presentation, without the benefit of supporting material.
  

This type of conceptual chart does most of the heavy lifting so the presenter can focus on the fine points of the process instead of explaining the process itself. The message that will be delivered during the course of the presentation is clear to the audience – anticipation has been established.

And there’s more! Now that the list is in graphic format, the graphic can be used as a tracker in the presentation to keep the audience oriented. The value of this type of chart has been extended way beyond what a list can accomplish.

Steps to convert lists:

1. Look closely at all of the points to see if there is a theme. The theme will suggest a basic format (flow, process, relationship, sections, etc.).
   
2. Look at each of the points individually to determine its message. Each point’s message will suggest a piece of the overall theme (force, flow, interpretation, etc.).

Preparing these types of charts always take a bit of time and thought. Lists are easy, which is why there are so many of them. Spend the time transforming lists – your efforts will be rewarded.