This post is about presenting technology to a general audience, it does not apply to presentations made by hardcore geeks for hardcore geeks
Many technology presentations are missing something
Being a consultant and a developer, I go to quite a few technology presentations. To be honest, I rarely feel my time was well spent attending those presentations. You might feel the same, how many times have you been to a technology presentation and feel:
Everything sounds great, now what?
Or worse:
What was the point of that?
Or even worse:
That guy is just trying to sell me a bunch of stuff, I don’t like him and not going to buy anything.
I am sure the presenters intended for their presentations to be useful, so why do I walk away not feeling being helped? Here is why:
The presentation has no practical meaning to the audience
In a presentation, as an audience, I think about stuff like these:
- How is this going to save me money?
- How is this going to make me money?
- How hard is it to set this stuff up?
- How much does it cost to own and run?
- How easy and how much it costs to find help?
- How hard is to justify a viable business case to my boss/customer?
- Has any reputable businesses adopted this technologies and gained good business values? Can someone provide real prove?
- Those features looks great, but how do I make them useful?
- What now?
If the presenters just talks about features and how-to, until the above questions are addressed, the presentation has little practical meanings to the audience, in the best case, I walk away and think, “that was cool, now what?”
The real geeks need to wake up
I am a geek, I love writing code, can’t help myself. However, my view of the universe has changed dramatically before and after I started my business:
Before, when I was in the geek world
- I cared about how compilers worked in a language
- I cared about algorithm’s efficiencies
- I cared about working on “bleeding-edge” technologies and tools
- I didn’t care about customer’s budgets
- I didn’t care about the amount of time I was spending on a project
- I didn’t care whether users found my work useful “they are all dumb anyway”
After, now I am in the real world
- I care about timelines and budget
- I care about how useful the users think about my work, users are all wonderful
- I care about how to justify the project cost to the customer
- I don’t care about the purity of the logic
- I don’t care about being bleeding-edge
- I don’t care about the specs of the computer I am working on, well, almost
What I am trying to say is, there are very obvious truths about commercial IT geeks like me hardly think about, which becomes pretty apparent after you step into the business side of things:
- In most businesses, IT is a supporting activity, and often viewed as a cost, it is NOT the center of the universe
- The users are NOT dumb, they just want something useful, and they don’t care how it works, they just care it works
- The commercial IT technologies are not “bleeding-edge”, the very fact that these technologies have been commercialized means they are years behind real bleeding-edge technologies (quantum computing, DNA storage…etc).
- To the customers, usefulness is king. Real business benefits are essential. If your stuff is not useful and you can’t justify the cost, it does not matter at all, the elegance of the architecture, efficiency of the algorithms…etc
If you are a geek and presenting to the general audience, please wake up and step into the real world they live in, and address the things they care about.
What makes a good presentation
- Tell stories or case studies, real ones, with real figures
- Try to educate and inform the audience, don’t try to sell
- Give the audience the next actionable step, more materials, a web site, a program to follow up?
- Put technology features in the context of business value (save cost, increase productivity, staff retention…etc)
- Be clear about cost, how much cost and effort is required to own and use this technology, realistically
- Do not let your presentation becomes a list of product features, or worse, a technical how-to, if anyone wanted that, they go to TechNet
- Use a little humor (I know this one is hard sometimes)
What you think? Leave me your comments, appreciate it














symbol, click on it, it should bring up a help page, like this:






