20 Years, 200 Decks: What I’d Never Do Again
Let’s get one thing straight: I've been in the pitch deck trenches for over 20 years. I've seen the good, the bad, and the downright confusing. I have made 72-slide decks in a single day, and a deck with nothing but three snouts in it (to represent the Three Little Pigs). Two completely different projects but with the same end – to convey their message as convincingly as possible. I have helped people present using music, visual aids, robots, and an empty room with nothing but a chair. I have made mistakes in my own slide decks as a founder myself. If there's one thing I've learned, it's that some mistakes are best left in the past.
1. Overloading Slides with Text
Early in my career, I believed that more text meant more information, which meant more persuasion. Wrong. A cluttered slide overwhelms and distracts. Now, I aim for clarity and brevity, letting visuals and concise bullet points do the heavy lifting.
2. Ignoring the Narrative Flow
I used to focus solely on individual slides, neglecting the overall story arc. Early on as a designer, I focused on just the screen in front of me. But a pitch deck isn't just a collection of slides; it's a journey. It’s like a meal.
Sure, we can just eat random dishes back-to-back and call it fine dining, but the meals that we really remember are the ones that are cohesive from start to unctuous finish. Now, I ensure each slide transitions smoothly, building a compelling story that resonates. and makes an investor hungry for more.
3. Using Generic Templates
Templates can be a starting point, but relying on them too heavily made my early decks feel impersonal, or even worse – I would end up showing off a whole ton of slides that the client had absolutely no intention of ever using, because they were included in the template.
I've learned to customize designs to reflect the unique brand and message of each client, making the presentation more authentic and engaging.
4. Neglecting Audience Engagement
I once believed that a well-designed deck spoke for itself. But engagement isn't just about visuals; it's about connection. When creating the story arc for Delta, there was a moment to engage with the audience – after all, why wouldn’t we take the opportunity to incentivize the audience – thousands of people who had been on a flight, sitting down, and were about to sit down again. We needed something to give life to the hour, to give people a break, to make the CEO light up, and just have some fun.
“Why don’t we give out blankets?” led to “let’s put a ticket in a few of the blankets, and make it an Oprah moment.”
”A Golden Ticket.”
It worked. Now, I strive even more to incorporate elements that invite interaction, questions, and discussions, making a presentation a two-way street.
5. Playing It Safe with Color
Color isn't just decorative; it's a powerful communication tool. Incorporating colors like blue to convey trust or green to signify growth can subtly influence audience perception. I use color intentionally to reinforce the message and evoke the desired emotional response.
Final Thoughts
Experience is a great teacher, and these lessons have reshaped my approach to pitch deck design. By avoiding these past mistakes, I've created more impactful, engaging, and successful presentations. And I hope sharing these insights helps you do the same.