1. Plan in Analog – write it out on pen and paper.  This gives you time to brainstorm as you create your script (and yes, he uses a script)
    1. Exact messages should be decided for each session
  2. Create Twitter friendly headlines – if You can’t describe your key message in 140 characters or less (or 20 seconds or less) it is too long and you will confuse the audience (and they won’t remember)
    1. For us that means our key messages should be short and to the point
  3. Introduce the Antagonist in your script.  In order to be the hero you need a villain
    1. The villain doesn’t have to be the competition, it can be bad workflow, duplicate documentation, etc.  (but it can be the competition as well)
  4. Stick to the rule of three J
    1. All presentation should have 3 parts and no more – sound familiar
  5. Strive for Simplicity
    1. Less words on power points, eliminate clutter and keep it simple
    2. The story is about you.  The software or PowerPoint are there for support, not to be the main attraction –  again, sound familiar
  6. Reveal a “holy smokes” moment
    1. The audience will not remember everything you say but if you do one powerful thing that grabs their attention you will be remembered very favorably
    2. This should be in the form of a differentiator
  7. And the Big one – Sell Dreams, Not Products!!
    1. This is exactly what have been striving for.  We are selling them a better life, the dream of less documentation, the dream of a system that helps them – we are not selling software.
    2. “Great products matter, but passion, enthusiasm and emotion will set you apart.” – Steve Jobs

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