Beyond 10-20-30

December 9, 2011

I like the spirit of Guy Kawasaki’s 10-20-30 rule. If you’re not familiar with it, take a look at this short entertaining video.

He is basically saying: don’t overload your audience; keep it simple; and use text that’s big enough to be legible by the whole audience. Amen to all that.

However, many people take Guy’s advice out of context and apply it to the letter. Yet Guy was giving advice to entrepreneurs pitching to venture capitalists – a very specific presentation context. He was saying that you should aim to pitch in 20 minutes, with ten slides – and not just any ten slides, but these ten slides (he lists what should be on each slide).

Now for an investor pitch, that’s pretty good advice, although it can be taken to extremes, and I’ve already talked about how you need to go beyond being informative, and also make sure your pitch is memorable.

But the 10-20-30 advice just doesn’t hold up for any other kind of presentation. The spirit is spot-on, and I applaud Guy’s intentions, but you shouldn’t take his advice to the letter – Guy certainly doesn’t follow it religiously in his recent (very good) Enchantment presentations. Here’s why we need to go beyond 10-20-30.

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