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Few creatives are skilled at presenting work. Here’s how I got better. (Part II)

14 Sep

Gods of Advertising

business-presentation
“Employing Steff’s system improved my presentations…and my life!”

I learned how to present creative ideas (mine and those belonging to others) by watching the best of the best and modeling my game accordingly. At Leo Burnett, we typically competed (if that’s the right word) with other teams within our creative group, during internal meetings and even in front of clients. As for agency recommendations, if a client preferred another idea or disliked the hero, the tables would turn. This happened all the time. Still does. I learned that sometimes, as in a horse race, it’s almost better not to be the frontrunner. In any event, every presentation was a golden opportunity. They still are.

Every presentation is also a trial by fire but some fires burn hotter than others. Therefore, when you have an internal meeting, this is when you audition your presentation. This is when you consider your narrative…

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