1 December 2015

Why I Love The 2015 Starbucks' Red Holiday Cups

Did you hear that the 2015 Starbucks’ Red Holiday Cups have received a lot of criticism? Yes, some people even said the new cups represent a “War on Christmas” as they don’t explicitly say “Merry Christmas” on the side, nor do they have any immediate visual links to the festivity. According to the critics, Starbucks is not embracing the true spirit of Christmas. 

Here’s my opinion: I love the new cups. 

The only war these cups might be fighting is a fair war against crappy design. Unlike in previous years where Starbucks designed more traditional holiday cups, this year they opted for a minimalistic approach. A simple red cup, no “Merry Christmas” on the side, no stupid fonts, no snowflake, no decoration. Yet, the new cups look seasonal, because the colour is highly associated with Christmas. 

2008 Starbucks's Red Holiday Cup - Simon Schoeters via Flickr 
Starbucks vice president of design said: "This year we wanted to usher in the holidays with a purity of design that welcomes all of our stories.” To me, “purity” is the word that better explains the idea behind the new design. 

This year’s holiday cups are a great example of “less is more.” Starbucks’ designers have managed to achieve the result everybody expected (a seasonal look) with less (a simple red cup). 

In a Fast Company article In Defense Of Starbucks' Red Holiday Cups, John Brownlee nicely explained why he loves the new cups:        

“I love the new Starbucks Red Holiday Cups. I love them because they don't have a cartoon character of an anthropomorphic reindeer with a clear intellectual disability on the side. I love them because they don't say "Merry Christmas" or "Happy Holidays" on them in some tacky novelty font where every ascender or descender is covered in fake snow, and every tittle has been replaced by a bulb ornament. I love them because they make a statement. Christmas doesn't have to be synonymous with godawful design. It can, instead, have a little class, and serve as a quiet analog to the chaos of the season.”

I can only agree with him. 

Instead of worrying about the cups, the critics should be focusing their complaints on what’s inside the cups. I’d support them in that topic.  

IMAGE: Fast Company

25 October 2015

3 Essential Steps To Avoid Designing Useless Slides

Warning: this slide may seriously hurt your eyes. 

This is a real slide made by a real company in a real business meeting

When I first looked at it I thought “there is something completely wrong in the way most companies make presentations”. 

The problem 

The problem is we use PowerPoint too much. We make slides for everything, even for communicating where the toilet is. 

Think about it, what’s the first thing coming to you mind when you are asked to make a presentation? I bet it’s PowerPoint (or any other presentation tool for that matter). That’s exactly the problem: people associate presentations with a tool and not with a story. [Tweet this] That’s why you have slides for communicating that “toilets are located just outside in the corridor”. 

The reason why most presentations are poor is because we spend time making slides rather than crafting a story. In fact, making slides should be the last bit of the presentation process. Remember, slides are incredibly powerful when they amplify your message—but when they don’t, they are incredibly useless. In fact, they work against your message. 
Audiences would be better off if most slides were eliminated. Trust me, you would do your audience a favour by getting rid of most of the slides you use. Have you ever thought about presenting with no slides at all

As Garr Reynolds put it, “Presenting 100% naked may not be appropriate for every case, but stripping down as much as we can often will make a huge, refreshing difference. The result will be a presentation that is different and somehow more real, “real” like a frank conversation among friends.” 

The solution 
       
I suggest you follow this 3-step process when deciding whether you need slides or not.

(1) Use a message map
A message map is a simple tool that helps you structure your story. Here’s how it works. Write down the single message you want your audience to take away. Then, find three main points that support your key message. Your presentation will be based on those three points. Here’s a short video of Communication Coach Carmine Gallo showing how to use the message map and explaining why he believes it works all the time. 

(2) Plan analog 
Close your laptop, get away from it and craft your story with pen and paper. You should translate your message map into slides on a piece of paper first. And you should do that only if you think slides can amplify your message. You’ll be much more creative by planning your presentation in an analog way. 

(3) Open PowerPoint (if you can't resist)

Only once you’ve planned your presentation “analogically” should you open PowerPoint—and only if you think slides can help you get your message across. But you don’t have to. When in doubt, don't.   



IMAGE: Sebastiaan ter Burg

21 September 2015

The Ideal Length Of Any Presentation

No matter what your topic is, the ideal length of any presentation ranges from 10 to 20 minutes at most. 

Take TED. Given that their talks are watched about 2 million times per day, I guess we should ask ourselves what makes them so special. One of the reasons is the length of the talks. Regardless of who you are, TED doesn't allow you to speak for more than 18 minutes. Yes, even Bill Gates has to comply to this rule. 

If you think about it, 18 minutes are more than enough to present your topic. They are enough to change your audience from a state in which they don’t know your topic to a state in which they do. 

TED curator Chris Anderson didn’t choose this time constraint by chance, but rather it was a considered choice. According to him, 

“It [18 minutes] is long enough to be serious and short enough to hold people’s attention. It turns out that this length also works incredibly well online. It’s the length of a coffee break. So, you watch a great talk, and forward the link to two or three people. It can go viral, very easily. The 18-minute length also works much like the way Twitter forces people to be disciplined in what they write. By forcing speakers who are used to going on for 45 minutes to bring it down to 18, you get them to really think about what they want to say. What is the key point they want to communicate? It has a clarifying effect. It brings discipline.”   

What is the key point you want to communicate? That’s the question you should always be asking yourself before presenting. You need to make tough decisions about what to include and what to leave out. But if you do this exercise, you can be sure you’ll present only what matters to your audience and leave the rest out. When you feel tempted to include everything, remember that if everything is important, nothing is important. 
  
If everything is important, 
nothing is important. 

Just like Twitter “forces people to be disciplined in what they write”, the 18-minute rule forces people to be disciplined in what they say. Creativity thrives under constraints. Therefore, limiting the length of your speech to 18 minutes or less promotes creativity. 

I know what you’re thinking. I’m not convinced — how can I say everything I need to say in just 18 minutes? Okay, then consider the following:
Here we are talking about speeches that made history. People made history in 15 minutes. 

Still not convinced? Okay. David Christian narrated the complete history of our world in 18 minutes. If you analyze his speech, he actually took his audience on a 13.7 billion year journey—from the Big Bang to us humans—in about 12 minutes. 12 minutes to go through 13.7 billion years of history. 



Hope I've convinced you now.

IMAGE: Martin L. King via NewNowNext 

1 August 2015

Two Super Easy Ways To Make Numbers Entertaining

This post is about a problem I see with many presentations and a solution to fix it.

Problem
Presentations include too much data. To be more precise, presenters often include numbers and statistics without making them digestible for their audience. How often have you sat looking at slide after slide…after slide…and the only thing you’ve seen were numbers?

The problem, though, is not the numbers themselves. The problem is that numbers are not presented in a way that an audience can relate. 


Numbers are not presented in a way that an audience can relate. [Tweet this]


Solution
In order for your audience to understand your data, you need to give them some context. How do you do that? There are two ways.
  • Put your data in perspective 
  • Tell a story behind your data
(1) Put your data in perspective
I’ve recently stumbled upon a great Forbes article by Carmine Gallo where he explains this technique in detail. I’m going to recap the main points for you. 

He wrote that statistics are hard to remember for two main reasons:
  • They are abstract 
  • There is often no context around the numbers 
By putting data in perspective, you’ll “turn abstractions into memorable images.” 

Let me give you two examples:
  • This one is a personal experience of Carmine. He was meeting with an executive and talked about how to communicate his company’s environmental record, given that they had planted more than two million trees in the past. Instead of just showing this big number, they decided to say, “Two million trees. To put it in perspective, that’s the equivalent of 90 Central Parks.” Two million trees means nothing to many people. But 90 Central Parks is loads of trees. It means a lot! 
  • Apple rarely show a statistic without putting it into perspective. For example, when vice president Phil Schiller introduced the new MacBook Pro, instead of saying it was 0.71 inches thick, he said, “It’s thinner than my finger.” 
The point is that you shouldn't let your audience figure out what your numbers mean. Give them some context. Context will make any number relatable. 


Don't let your audience figure out what your numbers mean. Give them some context.[Tweet this]


(2) Tell a story behind your data
Another way to make your audience understand your data is to tell a story behind it. Surprisingly, I haven’t learnt this presentation technique from a communication specialist, but rather, wait for it…a rock star.
In 2013, U2’s Bono delivered a fantastic TED talk: The Good News On Poverty. In this must-watch presentation, Bono always followed statistics with a story that brought the data to life. 

Here’s an example:


“Since the year 2000, since the turn of the millennium, there are eight million more AIDS patients getting life-saving antiretroviral drugs. Malaria: There are eight countries in sub-Saharan Africa that have their death rates cut by 75 percent. For kids under five, child mortality, kids under five, it’s down by 2.65 million a year. That’s a rate of 7,256 children’s lives saved each day. Wow.”

Let’s be honest, how many details do you remember about what you’ve just read? The mistake most presenters make is they stop at the statistics. Unless you are a rock star presenter, in which case you would say something along those lines:

 “Seven thousand kids a day. Here’s two of them. This is Michael and Benedicta, and they’re alive thanks in large part to Dr. Patricia Asamoah — she’s amazing — and the Global Fund, which all of you financially support, whether you know it or not.”       

Bono showed this slide as he told the story. 
That’s how you bring data to life. As Garr Reynolds recently tweeted: 
If you want your audience to grasp and enjoy your numbers, either put them in perspective, or follow them with a story, or do both.   

IMAGE: Bono at TED 2013 via Jim Fruchterman - Flickr 

19 July 2015

10 Practical Tips To Design Your Next Presentation Like A Pro

I want to give you the knowledge you need to design your next presentation like a pro. 

I’ve recently made a presentation for a student who had to discuss his Master thesis to an audience on his graduation day. I’m going to use that presentation as an example for you to learn 10 basic design concepts that will take your presentations to the next level.

(The slides are in Italian, but I only want you to focus on the design. For the purpose of this article, the language and the content don't matter).



(1) Start strong
The first slide is the most important one. It sets the tone for what comes next. You need to use it to arouse curiosity. You want your audience to get intrigued. A high-quality image that supports your topic is always a good choice. This before-after slide shows you how most students would design the first slide of their Master thesis presentation and how they really should design it. Which one do you prefer? 

(2) Use the rule of three
The rule of three is one of the most important concepts in communication theory. It means that people can only hold about three pieces of information in short-term memory. Therefore, split your presentation into three separate sections. I know this cannot always be done—but when possible find a way to use this rule. You’ll give your narrative structure and make sure your audience will remember your [three] main points. Apple uses this trick all the time.
(3) Never use bullet points 
One of the main reasons why Death by PowerPoint is in everybody’s vocabulary today is bullet points. There is always an alternative to the boring bullets. An idea is to use icons instead. 
(4) Display data effectively 
The key to displaying data for maximum impact is to leave out all the elements that don’t add value to an audience’s understanding of your message. I’ve recently interviewed Rick Altman, host of the Presentation Summit. Speaking about data display, he said “most of the time you are sharing proportional data, [that is] how this thing relates to that thing. You could do that with two rectangles, one of them being longer than another one.”

How often do you really need a background? Do you need the lines across it? The answer, my friend, is no you don’t. In many cases you don’t even need the axes.

Extra tip: don’t use the title of your chart as the title of your slide. Instead, use a short message that tells the story behind the data. In the slide below, instead of “GDP and public debt” I wrote “Debt raises while GDP stays flat”. You’ll make it easier for your audience to immediately grasp the meaning of your chart. Remember, what’s important is not the data, but the story behind the data. 
What’s important is not the data, 
but the story behind the data. [Tweet this]

(More on data display here

(5) Use hierarchy 
If one element is more important than another, show it! One way to do that is by using hierarchy. Here’s how I used it in this slide:
  • Title: Raleway Bold, 36 points
  • Chart legend: Raleway Regular, 30 points 
  • Source and numbers: Raleway Light, 20 points     
From a visual point of view, the tile is more important than the legend, which in turn is more important than the data source. 

(6) Go big or go home
If there is one thing you really want your audience to remember, make it big. If it’s important for your listeners to know the inflation rate is 1.2%, then that’s what you should do. Again, Apple does it all the time. 
(7) Combine images and text
In visual communication, there are few things more powerful than a high-quality image combined with text. By no coincidence billboards are often designed that way. They need to grasp people’s attention in a matter of seconds—and so should your slides. 

Extra tip: Use the rule of thirds. Imagine to break down your slide into thirds—both vertically and horizontally—so that you have four intersecting points. Then place the key elements of your visual either along one of the dividing lines or on the intersecting points.

Extra tip 2: Apply the same filter to your images. Here’s a small trick: create a rectangular shape of the colour you want to use for setting the tone of your presentation and place it underneath each of your images. Then substantially reduce the opacity so that the shape fades away. In my presentation I’ve used a blue shape and brought the opacity down to 20%. If you look carefully, each image has a blue tone. 

Extra tip 3: Make sure images and text flow into each other. Notice where this woman is looking at? She is exactly looking at the text. I haven’t placed the text there by coincidence. As soon as you show such a slide, people will naturally look at the woman first and then follow her eyes towards the text. That’s exactly what you want them to do.
(8) Use colour wisely
I’ve already written about colour theory here and how to apply the theory here. To sum up, don’t use random colours. For example, the reason why I’ve used blue, red and white is because those are the national colours of Japan. Also, I didn’t use any red, but rather the same red as in the Japanese flag. (I then adjusted the shade to make it stand out better).

(9) Achieve unity 
You may be thinking that some of these tips are too meticulous to even get recognised. However, it all adds up. If you apply them, you’ll come up with a unified presentation where all the elements work together to support your design as a whole. You’ll make sure your elements don’t compete with each other, but rather support each other towards a common goal of communicating your message. You’ll make sure your elements belong together. 

(More on achieving unity here). 

(10) Give credits 
Never use somebody else’s images or design elements without giving appropriate credit. As one said, ”Render unto Caesar the things that are Caesar's, and unto God the things that are God’s.”
If you want to take your presentations to the next level, please reach me out at andr.pacini@gmail.com.  

IMAGE: Nathanael Coyne via Flickr

6 July 2015

Six Scientifically Proven Principles of Persuasion (VIDEO)



Don’t do what you think might be right, do what science tells you is right.

Whether in business, in communication or in any activity you might be involved in, understanding the psychology of why people say yes is of invaluable benefit. 

In Influence, Dr. Robert Cialdini revealed his evidence-based research on what moves people to change behaviour. According to the Journal of Marketing Research, [Influence] is among the most important books ever written for marketers. Above you find an animated video that summarises the book. The ideas in this article are mainly taken from that video. 

Dr. Cialdini’s research demonstrates that we don’t consider all the available information to guide our decision making. Rather, we use shortcuts. 
These shortcuts are the 6 universal principles of persuasion. 
  1. Reciprocity 
  2. Scarcity
  3. Authority 
  4. Consistency 
  5. Liking 
  6. Consensus 
Influence is among the most important books ever written for marketers.
— Journal of Marketing Research

(1) Reciprocity 

Idea: we feel obliged to give when we receive. If a colleague does you a favour, you are more likely to return the favour. 

Example: when you go to restaurants, you often get a small gift at the end of your meal—usually at the same time of the bill. A study conducted in several restaurants aimed to understand whether the giving of a mint had any influence over how much tip people would leave. Here are the findings:
  • when waiters gave a mint, tips increased by 3%
  • when they gave two mints, tips increased by 14% 
  • interestingly, when waiters gave one mint, went away and then came back to the table saying “for you nice people here’s an extra mint”, tips increased by 23%. We feel obliged to give when we receive.   
Key to remember: be the first to give and give something that’s personalised and unexpected. 

(2) Scarcity 

Idea: people want more of those things they can have less of.

Example: when British Airways announced in 2003 they would no longer operate their twice-daily London-New York flight, the next day sales took off. Why? Easy, the flight became a scarse resource, so people wanted it more. 

Key to remember: it’s not enough to highlight the benefits of the products or services you are selling. You also need to make your prospective customers understand why your product is unique and what they lose if they don’t buy it. 

(3) Authority 

Idea: people follow credible experts.

Example: if a doctor shows his diploma in his studio, you are more likely to trust him. If a person asks you for money to park somewhere, you are more likely to give the money if he wears a uniform rather than casual clothes. 

Key to remember: it doesn’t have to be you telling your potential clients you are brilliant. You can find other people to do that for you. That’s exactly what many online services do: they use experts who have already embraced an idea to convince others to follow them. Here’s a screenshot of the NextDraft’s landing page. It’s not Dave Pell himself trying to convince you to subscribe to his newsletter—he lets the President of the Atlantic and the Executive Producer of the Daily Show to do that for him. 
(4) Consistency 

Idea: people like to be consistent with the things they have previously said or done.

Example: a study reduced missed appointments at health centres by 18% simply by asking the patients rather than the staff to write down appointment details on the future appointment card. 

Key to remember: the consistency principle is activated by asking for small initial commitments that can be made. Remember, those commitments have to be voluntary.

(5) Liking

Idea: people say yes to those they like. This is fairly intuitive, but science also tells us specific factors that make us like people. 

We like:
  • people who are similar to us
  • people who pay us compliments
  • people who cooperate with us towards mutual goals
Example: in a series of negotiation studies carried out between MBA students of two business schools, a group were told “time is money, get straight down to business”. In this group around 55% were able to come to an agreement. 
A second group were told “before you begin negotiating, exchange some personal information with each other and identify similarities you have in common. Then, begin negotiating. In this group, 90% of them were able to come to a successful agreement. 

Key to remember: before you start doing business (whether online or offline), look for areas of similarity you share with others and pay genuine compliments. 

(6) Consensus 

Idea: people look at the behaviour of others to determine their own, especially when in doubt.

Example: visit the Buffer blog and scroll down to the bottom. A message will pop up: “Join more than 2 million people who save time on social media with Buffer”. This technique is used by many websites—and it works. It's a social proof: if you know that more than 2 million people are already using a service, I bet you start thinking it must be a cool service.

Key to remember: instead of relying on your own ability to influence others, you can point to what many others are already doing.         

In this article we’ve looked at six scientifically validated principles of persuasion. By implementing these small, practical and costless changes to your activities, you’ll see a big difference in your own ability to make others say yes to your requests. 

20 June 2015

One Useless Slide You'll Never Design Again

Warning: the slide you are about to see was made by a real company during a real business presentation — and it will hurt your eyes!
When I first looked at it I thought “there is something completely wrong in the way most companies make presentations. 

The problem 

The problem is we use PowerPoint too much. We make slides for anything, even for communicating where the toilet is. When looking at a slide like the one above, it’s clear that we became the tools of our tools. 

Think about it, what’s the first thing coming to you mind when you are asked to make a presentation? I bet it’s PowerPoint (or any other presentation tool for that matter). That’s exactly the problem: people associate presentations with a tool and not with a story. That’s why you have slides showing that “toilets are located just outside in the corridor”. 

People associate presentations with a tool and not with a story.[Tweet this]

The reason why most presentations suck is because we spend time creating slides rather than crafting a story. In fact, creating slides should be the last bit of the presentation process. Remember, slides are incredibly powerful when they amplify your message  but when they don’t, they are incredibly useless. In fact, they work against your message. 
Audiences would be better off if most slides were eliminated. Have you ever thought about presenting with no slides at all? Who said we need slides?

The solution 
       
I suggest you follow this 3-step process in order to decide whether to use slides or not. 

1. Use a message map
A message map is a simple tool that helps you structure your story. Here’s how it works. Write down the single message you want your audience to take away. Then, find three main supporting points. Your presentation will be based on those. Here’s a short video of communication coach Carmine Gallo showing how a business can use a message map to tell its story. According to Gallo, “it is one of the most powerful tools in communication. It works each and every time



2. Plan analog 
Close your laptop, get away from it and craft your story with pen and paper. I’ve learnt this from Garr Reynolds and I can tell you it’s the most valuable presentation-related piece of advice I’ve ever received. You’ll be much more creative by planning your presentation in an analog way. 
You can translate your message map into slides, but (1) on a piece of paper first, and (2) only if they help amplify your message. If not, do not use them.

3. Open PowerPoint (if you can't resist)
Only once you’ve planned your presentation “analogically” should you open PowerPoint. If you’ve decided that slides might help you get your message across, then design visuals that complement your story. But you don’t have to. In fact, when in doubt, don’t!           

The slide I showed you above is good for (almost) nothing. But it is good for showing that if we only focus on PowerPoint, we run the risk of becoming the tools of our tools. Next time you are asked to make a presentation, forget PowerPoint, get away from your laptop and think of your presentation as a story, not as a series of slides. [Tweet this]  

IMAGE: Business Television 

31 May 2015

Quick Guide To The Picture Superiority Effect

Do you know that you are more likely to remember concepts when they are presented to you as pictures rather than as words? This is the Picture Superiority Effect, which has been proven true by several experiments. 
Here's a YouTube video that does a great job at explaining this concept in 30 seconds.
Repeat with me: people remember pictures better than words. [Tweet this]

People remember pictures 
better than words.

Dr. John Medina—molecular biologist and research consultant— wrote Brain Rules, where he shared what scientists know about how our brains work. One of the things they know for sure is that “based on research into the Picture Superiority Effect, when we read text alone, we are likely to remember only 10 percent of the information 3 days later. If that information is presented to us as text combined with a relevant image, we are likely to remember 65 percent of the information 3 days later.”
There are many fields where the Picture Superiority Effect is used. Here are a few examples:
  • Marketing communications: highly visual billboards, posters and brochures get more attention
  • Advertising: ads with pictures get more business
  • Social media: posts with images get more likes and re-shares
As Randy Krum pointed out in his blog Cool Infographics, this ad campaign from Verizon is a perfect example of the Picture Superiority Effect in action. 
This map shows Verizon’s network coverage area compared to that of their competitors. Three days after seeing it, what do you think are you more likely to remember, the words or the maps? 
What I struggle to understand is why individuals and companies do use the Picture Superiority Effect in their marketing communications, advertising, and social media activities and but not in their presentations. Is a customer presentation less important than a Facebook post?
Instead of designing 40-word slides nobody will remember, use picture superiority to make your presentations more memorable. [Tweet this] A short message supported by a quality image is way more powerful than a full paragraph on a slide. 
According to Dr. John Medina, “the brain does not pay attention to boring things”. Because a 40-word slide is indeed a boring thing, then the brain does not pay attention to 40-word slides. 

“The brain does not pay attention 
to boring things.” — Dr. John Medina 

Two more points:
  • For the Picture Superiority Effect to work, the images must be relevant to the content. You can’t assume that any image would work. Make it relevant!
  • Picture superiority applies to any visual display, not just images. Therefore, people are also more likely to remember concepts when they are presented to them as charts and graphs rather than as words. 
 Not convinced yet? Then take this:
“Use the picture superiority effect to improve the recognition and recall of key information. Use pictures and words together, and ensure that they reinforce the same information for optimal effect.”
— Universal Principles of Design (page 152)
Make it visual!

18 May 2015

The Two-Step Formula For Convincing Anyone Of Anything

Here's a simple yet powerful trick to convince and persuade people to embrace your idea. I’ve learnt it from Marco Montemagno, digital entrepreneur, public speaker, broadcaster and founder of Super Summit

Premise: if you’re not following Marco Montemagno yet, do start now! He constantly shares great business advice on his social media channels. He is a must-follow especially if you speak Italian, but he also shares content in English. 

A few days ago he posted a video about how to convince anyone to do anything. Because it’s in Italian, I’m going to translate the key points for you.   
  


First day of school for one of his sons. 600 wild kids who don’t want to go into their classrooms. The situation is uncontrollable, so much so that all the parents ask themselves how the Head teacher can possibly manage to get the attention of 600 kids. Here’s what she does: she rings a bell until all kids stop doing what they are doing and then says, “do you want to stay here and get bored with your parents (thumbs-down) or do you want to come in your classroom to read wonderful books and get the best sweets of the school (thumbs-up)?”

In a nanosecond, all the kids went to the classrooms. 

The communication lesson Marco Montemagno drew from his experience is this: in order to convince someone to embrace your idea, you need to do these two things:
  1. Link frustration to the existing situation, the one you want to change
  2. Link pleasure, desire, advantage to the new situation, the one you want to be in
Think about it, this is exactly what the teacher did. 
  1. “Do you want to stay here and get bored with your parents?”. She associated boredom with the situation she wanted to change
  2. “Or do you want to come in your classrooms to read wonderful books and get the best sweets of the school?”. Huge pleasure associated with the situation she wanted to be in
Associate frustration with the situation you want to change and pleasure with the situation 
you want to be in.

Let me give you a business example. Do you remember how Steve Jobs introduced the first iPhone in 2007? Have a look at this (from 4:37 to 7:40).



When he introduced the Apple’s “revolutionary” user interface, he put two messages across:
  1. The key problem with the then smartphones was that their buttons and controls couldn’t change. They all had keyboards and control buttons fixed in plastic whether you needed them or not
  2. Because every application needs a slightly different user interface, Apple invented a new technology called Multi-Touch, “which is phenomenal. It works like magic.” 
Doesn’t that sound familiar? Steve Jobs—Apple's Head teacher—first linked frustration to the existing smartphones by highlighting their main problem; then he linked huge desire to the upcoming iPhone by listing all the reasons why its new user interface was phenomenal. 
  
This simple trick can be used in a myriad of situations. For instance, in a presentation where you introduce your next big thing, or in a chat with your boss where you need her approval to get your project funded. As Marco Montemagno pointed out, even politicians often use this formula to get more votes.    

Next time you want to convince anyone of anything, associate a lot of dissatisfaction with the situation you want to change and a lot of pleasure with the situation you want to be in. 

If you liked these ideas, say thanks to Marco Montemagno.