Once again, less is more

Yesterday, I described how a presenter reinforced every one of her points with a name of a client for whom the firm had provided the service.

What was interesting, however, was that when she provided TWO client names, instead of one, she considerably weakened her presentation.

Whereas the presence of a single case study reinforced the point, two client names not only cluttered the visual, weakening it by making it appear crowded and hard to read, but the two names competed with each other...and neither name emerged with
any impact.

One name prompts a case study. Two names encourages confusion. Points get mixed up, and the presentation begins to drag.