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Foreword
Foreword
AnoldArabicsayinggoes:“Aloafofbreadappearsverydi≠erenttoa
manwhohasjusteatencomparedtoastarvingman”
.Inotherwords,
onethingcanbeinterpretedverydi≠erentlydependinguponwhois
doingtheinterpretingandontheirhopes,desiresandambitions.
Icantakethisanalogyonestepfurther.Ifthebreadwerepre-
sentedinacertainway,maybeaspartofasandwichorwithdeli-
ciousmeltedcheeseontoporifthebakercouldconvincehiscus-
tomerofthenutritionalbenefitofthebreadandofitsgreattaste,
thenmaybeeventheman,whootherwisewoulddescribehimselfas
full,mightfancyabite.Ifthebakerknewwhathiscustomerhadeat-
enforbreakfastandwhathehasplannedfordinner,thenhewould
probablybeabletoprovidehimwiththeperfectpieceofbread!
Thatistheartofpresentation.Itisnotconvincingsome-
onetotakesomethingtheydon’twant;itisknowing
youraudience.Itisknowingwhattheywant,knowing
whattheyneed,andknowinghowtoshowittothem.
Whetheryouaresellingyourcompany’swares,promotingitsserv-
ices,detailingfuturepolicy,explainingnewconceptsorteaching
orlecturing,theprofessional,e≠ectivepresentationisanessential
partoftoday’sbusinessandeducationalworld.
InmyseminarsItrytoguidemyparticipantstobethemselves
anduseafewtricksandguidelinestohelpthemmakethebest
presentationforthegivenpurpose.Those"tricks”canbefound
hereinthisbook.
Enjoy.
MattBeadle
Bielefeld,May2008
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