Being an ACD is the Worst Creative Position There Is. You have to sell the idea. And the deck helps make that happen. However, the idea only gets you halfway there. You need to sell it to the client’s mind, and the deck is what gets you there.
The Deck Sells the Idea
Guy Kawasaki developed the “10/20/30 Rule” based on the principles of clarity and focus
- He uses it in every presentation.
- For example, using it for an ad campaign pitch deck takes a little tweaking.
The Rules of The 10/20/30 Rule
10 slides or less
- 20 minutes or less 30 point type or larger
- It’s a deceptively simple checklist, and honestly, one that is pretty damn hard to adhere to.
- The goal is to remove fluff and only keep the most essential information in your presentation
30 Point Type or Larger
Filling a slide with everything you want to say does two things
- Makes your presentation stiff
- Reading from a slide is the worst way to present
- The client reads ahead
- But, if you use the “30” part of the rule, you won’t be able to fit everything on the slide
How You Can Actually Use the Rule in Your Decks
You probably won’t be able to take a 64-page deck and turn it into a streamlined 10-slide presentation.
- However, you can make some tweaks to your design to make it easier to see what you’re working on.
The Deck Is as Important as the Idea
If the deck isn’t good, it doesn’t matter how good the rest is
- The 10/20/30 Rule is all about focus and clarity
- Make your deck as simple, clear, and beautiful as your idea
10 Slides or Less
Strategy: Do you really need 13 pages breaking down audiences, income, consumption strategies, brand loves, or media habits?
- Creative: What’s the least amount of things you could show that would give the fullest vision of the idea?
20 Minutes or Less
Present for 20 minutes, but make sure it doesn’t feel like an hour
- Say only what you need to
- Leave room for discussion and make it a presentation they want to discuss
- Don’t use your words, they’ll fill in the blanks
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