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22 November 2024 | Issue #74

In this issue:

• PowerPoint is Here to Stay
• The Design Community Has Turned a Corner
• 9 Branding Tools To Use When Marketing Your Business
• AI Adoption Gap Found Between Executives and Entry-Level Marketers
• Design Quote of the Week

Business Insider recently published an article lamenting the overuse of PowerPoint and how some high-powered individuals are trying to do away with it.

(for the duration of this post, if you see "PowerPoint," feel free to replace it with your slide software of choice)

Everyone from Jeff Bezos to Elon Musk to Steve Ballmer (who is a billionaire in part due to PowerPoint) has tried to move away from decks.

The problem is that today's business people have learned to think in PowerPoint. When used properly, PowerPoint can be a great way to transfer information to a viewer, especially if they are remote.

But, PowerPoint decks are not a great communication tool. Looking at words and clip art on the screen while an ethereal voice speaks isn't the best way to engage with someone. If you've ever had to sit through a series of vendor decks before making a decision, you know it can be mind-numbing.

• Cover slide – Don't forget to find the worst prospect logo file and slap it on there so it looks personalized
• Who we are slide – Years in business, industries served, headshots ... all info that we already learned from your website
• NASCAR slide – The slide that shows all of the logos of the companies you've worked with
• Then a couple more fluff slides before getting to the part where you start to solve the problem

It's impossible to communicate with someone when you're reading the words on the slide. They're either reading along or not paying attention. It's a one-way broadcast. And you have to be charismatic as hell to keep people engaged when they're not an active participant.

Decks vs. Presentations

I firmly believe there is a difference between decks and presentations.

• A deck is for transferring information
• A presentation is to inspire or enlighten people

We've all seen decks with small type and walls of bullets. These are utilitarian and work to let you know information that someone else knows.

A presentation is what you see on the main stage at a conference, sometimes called a keynote. These are simple slides that are meant to tie an image to the message the speaker is conveying. When you watch TED Talks, you'll notice simple slides, if any. The best speakers aren't reading from slides. They are engaging with the audience, and the slides are there as a secondary method to tie their message to the viewer's memory.

These presentations are for big ideas. You're not getting into the weeds with tactics. Save that for the breakout sessions.

I used to fly all over the US and parts of Europe because I was designing presentations for speakers. They realized that having me on-site helped with those last-minute edits that always appeared. When inspiration hit them, I was there to help out.

The idea to differentiate between presentations and decks came from working with different presenters speaking to different audiences. The main stage speakers gave presentations. The breakout or session speakers showed decks. There were times when a keynote speaker's outline drifted into the weeds, and I would advise them to tee up a breakout speaker to cover that information.

But Designers Hate PowerPoint

We were taught that it's not "real" design. I thought this way for a long time. Then, one day, I realized it was just another design tool. That realization changed the trajectory of my career.

Not only did I get to travel for work (which I love), but it put me in the room with the most important people at the company. I would spend hours working on presentations with C-level executives. It was my job to shape their vision into an inspirational presentation.

Because of this, they learned they could count on me. When it came time for promotions or taking on new projects, I was called upon because I had already built that trust.

I know multiple designers who were able to fast-track their careers to management because they worked with the right execs on their PowerPoint presentations.

If you're a young designer trying to get noticed in a company, volunteer to help an exec with their presentations. It's not the most glamorous work, but it pays off. If you can make an executive look good, you become one of the most valuable people in the company.

If you need help with your presentations in the new year, let's chat.

​ NEWS AT THE INTERSECTION OF DESIGN AND MARKETING

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🔠 The Design Community Has Turned a Corner: Monotype on the Rise of AI in Creative Industries

Monotype explores how AI is reshaping the creative landscape, with designers increasingly adopting AI as a tool for enhancing—not replacing—human creativity.

• AI as a Creative Ally: Designers are leveraging AI to handle repetitive tasks, enabling more focus on strategic and creative thinking.

• Challenges and Opportunities: While AI sparks debate about authenticity, Monotype emphasizes its role in fostering innovation and experimentation within design.

• My Take: I'm split on this article. In one way, I believe that creatives are learning to use AI. On the other hand, my skepticism arises whenever a vendor says their clients like the direction they're going in.

​Keep reading​

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✅ The Top 9 Branding Tools To Use When Marketing Your Business

Brafton highlights nine essential branding tools that can help businesses maintain consistency, improve efficiency, and enhance their visual identity.

1. Branding for Email: HubSpot Email Signature Generator

2. Branding for Social Media Presence: Canva

3. Branding for Search: Semrush

4. Branded Content: Instagram Branded Content

5. Visual Branding: Piktochart

6. Video Branding Tools: Wistia

7. Branding Tools for Logo Design: Adobe Illustrator

8. Brand Style Guide Tools: Frontify

9. Brand Voice and Writing Tools: Qordoba

​Keep reading​

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䷂ AI Adoption Gap Found Between Executives and Entry-Level Marketers

A study by Lightricks and the American Marketing Association (AMA) highlights a significant gap in AI adoption and trust between marketing executives and entry-level employees.

• Executives Lead in AI Usage: 61% of marketing executives use AI tools weekly, compared to only 42% of entry-level marketers.

• Confidence in AI: While 55% of executives trust AI to enhance creativity, only 33% of entry-level employees feel the same.

• My Take: Maybe I'm having a skeptical day, but I don't think 61% of marketing execs are using AI weekly. I think they say they are so it looks like they're at the forefront of their field.

​Keep reading​

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Design Quote of the Week

“Simplicity is not the goal. It is the by-product of a good idea and modest expectations.”
– Paul Rand

My AI disclaimer: I write the main stories by hand (with occasional assistance from Grammarly). The quick news hits are articles I've found, which I run through a ChatGPT prompt to generate the synopsis and bullet points. However, I write the My Take bullet. If AI generates the images, I include the prompt so you can see how I got to that image. Nothing in this newsletter, or anything I publish anywhere, reflects the views of my employer.

Thanks for reading!

–Jim

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