Remember newspapers – the
analog version of web-delivered news?
News organizations have been
presenting information for several hundreds of years, in print and more lately
via the web, and they have learned some highly effective practices that we can
employ in demonstrating software.
Structure your demonstrations
like a news article. Here’s why…
Think about the news articles
you read and consider two things:
1. How you select which articles to read
2. How the articles are written
Chunks and Consumable Components
Imagine you’ve just picked up
today’s newspaper or opened a web news site.
Which section do you turn to or choose first? In many cases, people immediately select a specific
section – finance, entertainment, local, sports, etc. Readers explore that section and its articles
in as much depth as desired, and then move to the next section of interest.
Newspapers (and news websites)
organize information in a hierarchy of consumable components
– chunks – that can be accessed rapidly, explored as deeply as desired, and then
exited at any point to move to the next chunk or component. The top level of the news hierarchy is the
section – sports, finance, international, entertainment, technology, health, comics… And within each section you know you’ll find
articles on that topical area – and on that area only.
Next, how do you choose which
article you want to read? Typically, you
scan for headlines or photos that catch your interest. For many articles, you may only read the
headline and move on rapidly – you’re not interested. Other articles engage your attention
sufficiently to review the first paragraph or two, after which you stop and
move on. Some articles you read most of or
all the way through because they address a topic of real interest to you.
Each individual article is
cleverly organized to enable readers to make rapid decisions about their depth
of interest. The headline presents the
topic – providing a binary opportunity for readers to pursue it or move
on. In a well-written news article the
first one or two paragraphs summarize the story concisely. Many readers are completely satisfied with
this level of information and read no further, returning to scan for other headlines.
The subsequent paragraphs in
an article drill deeper and explore the story in more detail. Readers who are truly interested in the topic
are the typical consumers of this level of information.
Inverted Pyramid
This article structure and
presentation of information is sometimes referred to as the “inverted pyramid”
style of writing. It presents the most
important information right at the beginning, starting with the headline and
followed by the overall summary of the article in the first few
paragraphs. Material in subsequent
paragraphs is more and more detailed and of less importance. Reading on towards the end of an article we
often find the finest levels of granularity and smallest details.
In the bad old days of paper
and ink, newspaper editors were able to cut articles to fit the space available
(or to sell more advertising) – by cutting from the bottom of the
article upwards. That way they knew
they’d be removing the least important information.
News organizations have
evolved this “inverted pyramid” method of presenting information over literally
hundreds of years. Why not take
advantage of this learning?
I’ll Go Really Fast…
Have you ever run out of time
in a demo – and you were unable to get to the “best stuff” because (a) the
meeting was cut short or (b) the corporate overview/product overview consumed
too much time?
Traditionally, when we are
faced with 25 minutes remaining in the demo meeting in which to show a 45
minute demo we try to compress the material: “We are going to move really fast”
(while also telling our audience that “we want this to be as interactive as
possible, so please feel free to ask questions…”). Are we surprised when we (a) don’t get
through the material and (b) our customer doesn’t ask any questions?
Consider organizing your
demonstrations like a news article.
Present a “headline or photo” succinctly and rapidly. In Great Demo! methodology we call this an
Illustration.
If your audience is interested
in going further, present the key capabilities using a minimum of mouse clicks
– like reading the first one or two paragraphs in a news article. The audience just wants a summary at this
point – not all of the details! This
corresponds to the Great Demo! “Do It” pathway.
Finally, for audiences that are
really interested, you can dig deeper and explore the breadth and depth of the
relevant capabilities – similar to those who wish to read more of the
article. In Great Demo! we call this
“Peeling Back the Layers”.
Interestingly, also note that
there are very few readers of the news who read everything in a
newspaper or news website – similarly, you are not obligated to present
everything that your software can do...!
News organizations present
information in a hierarchy of consumable components, using the “inverted
pyramid” organizational structure – why not apply the same ideas to your demos?
[If you'd like a copy of this article to send onwards to others, simply send me an email at PCohan@SecondDerivative.com and I'll send you a PDF copy]
