Making

Presentations That
Stick
A guide by Chip Heath &
Dan Heath
Selling your idea
Created in p
How many languages do
you need to know to communicate with
the rest of the world?

Tip
In this example, we’re
leading off with
something unexpected.
While the audience is
trying to come up with a
number, we’ll surprise
them with the next slide.
1. Intro
Choose one approach to grab the audience’s
attention right from the start: unexpected,
emotional, or simple.

➔ Unexpected
Highlight what’s new, unusual, or
surprising.

➔ Emotional
Give people a reason to care.

➔ Simple
Provide a simple unifying message for
what is to come
DREPTATEA
1)Ce este dreptatea?
2)Evolutia ideii de dreptate
3)Tipuri de dreptate
Tip
Remember. If something
sounds like common
sense, people will ignore
it.
Highlight what is
unexpected about
your topic.
DREPTATEA

1) CE ESTE DREPTATEA?
2) TEORII FILOSOFICE DESPRE DREPTATE.
3) TIPURI DE DREPTATE
1) Cum ar putea fi definita dreptatea?

● Valoare etica si juridica ce presupune recunoasterea a ceea ce

revine in mod legitim fiecaruia.
● O virtute morala, cea mai inalta dintre cele patru virtuti
cardinale ( Platon), care consta in faptul de a da fiecaruia ce este
al sau , in respectarea drepturilor altuia.
● In sens juridic, dreptatea are in vedere atat natura legilor ( legile
sa nu produca discriminari, sa nu ofere privilegii), cat si modul in
care ele sunt aplicate ( marimea pedepsei sa fie proportionala cu
gravitatea faptei, sa fie pedepsiti cei care se dovedesc vinovati)
● Reglarea si corectarea relatiilor dintre oameni
● Una dintre trasaturile fundamentale ale unei societati bune
Dreptatea la Platon-Republica

Tema centrala a dialogului Republica este dreptatea. Oponentii lui Socrate( purtatorul d
e cuvant al lui Platon) sunt sofistii, conform carora nimeni nu e drept de bunavoie, ci doar
silit de teama legilor. Temeiul dreptatii, sustin sofistii, este conventia: din slabiciune si din
neputinta, oamenii convin intre ei sa nu-si faca reciproc nedreptati, stabilind legi pe care
le numesc drepte. Dar ar fi suficient ca vreun om sa fie destul de puternic, precum Gyges,
cel din povestea cu inelul fermecat, pentru ca aceste conventii sa nu mai aiba putere
pentru el. Caci practicarea dreptatii este o activitate dificila, al carei singur merit este ca
poate sa-i fereasca pe cei slabi de un rau mai mare decat este ea insasi,fiindca, in niciun
caz, ea nu oate fi socotita un bine in sine. Omul este constrans sa respecte anumite reguli
care faciliteaza convietuirea, daca vrea sa traiasca onorabil, dar nimeni nu-i cere sa-si
asume interior sensul acestora.
Cum raspunde Socrate( Platon) sofistilor

Socrate va afirma ca dreptatea pune in acord sufletul cu sine insusi,

reprezentand astfel una dintre virtutile, dintre calitatile specifice ale
acestuia. Socrate admite ca dreptatea trebuie asezata in categoria
acelor bunuri ce aduc folos nu numai prin consecintele lor, dar, mai
ales ( si cu precadere), prin ele insele. El realizeaza o analogie intre
sufletul individului si stat, intre caracterul omului si constitutia
politica a statului. Cele doua virtuti- dreptatea si cumpatarea- sunt
prezente atat la individul drept cat si in cetatea dreapta.
Fa si tu!

1. Documenteaza-te si afla cine au fost sofistii. Realizeaza un eseu

despre sofisti si contributiile aduse de ei filosofiei antice sau
despre faptul ca acestia constituiau o categorie controversata de
filosofi.
2. Documenteaza-te si afla ce-i cu mitul lui Gyges. Ai putea realiza
un eseu pornind de la concluzia acestei celebre povesti.
John Stuart Mill
Pentru J. S. Mill , dreptatea provine din interesul fiecaruia de a nu fi lezat de catre ceilalti ,
si acest interes este satisfacut in masura in care noi nu ii lezam pe ceilalti. Dreptatea este
o norma constitutiva a principiului utilitatii : Mill plaseaza dreptatea pe cea mai inalta
pozitie in ierarhia valorica. Utilitarismul , in varianta lui Mill, evalueaza actiunea umana in
conformitate cu principiile rationale ce au in vedere prosperitatea generala.

Pretentia de asigurarea a existentei, pretentia legata de sentimentul dreptatii, includ

egalitatea, pe care Mill o considera o componenta esentiala a dreptatii. Numai limitarile
impuse in mod egal egoismului pot sa nu fie resimtite de oameni ca umilitoare. In acest
sens, dreptul, inteles ca dreptate distributiva, favorizeaza linistea interioara si contribuie
implicit, la fericirea pe termen lung a societatii.
Fa si tu!

1) Cauta si informeaza-te cu privire la filosoful John Stuart Mill.

Transpune cunostintele tale intr-un referat despre contributia
filosofica a acestui important filosof.
2) Afla singur ce este utilitarismul si care sunt ideile specifice acestui
curent filosofic.
John Rawls
In conceptia lui J. Rawls, dreptatea este prima virtute a institutiilor sociale. Orice persoana
poseda o inviolabilitate bazata pe dreptate, care nu poate fi atinsa in niciun fel, nici macar in
scopul bunastarii generala. Oricat de eficiente si de bine organizate ar fi institutiile, daca sunt
nedrepte, trebuie reformate sau abolite si reconstruite potrivit principiior dreptatii: primul, un
principiu al libertatii, iar al doilea, asa -numitul principiu al diferentei sau al inegalitatilor admise.

Rawls sustine ca aceste principii ar fi alese, daca oamenii s-ar afla intr-o situatie de pura
impartialitate, pe care el o denumeste pozitie originara. Pozitia originara e o situatie ipotetica, in
care partenerii, conceputi ca agenti rationali, se afla in spatele unui val de ignoranta. Ei nu-si
cunosc viitorul loc in societate, statutul social, nu stii ce conceptie despre bine vor impartasi si
nici macar ce inzestrari naturale si ce inclinatii psihologice vor avea. Cele doua principii ale
dreptatii reglementeaza toate intelegerile viitoare, specificand, totodata, tipurile de cooperare
sociala si formele de guvernamant care pot fi stabilite. Din perspectiva lui Rawls, primul
principiu are prioritate in fata celui de-al doilea principiu.
Fa si tu!
1) Afla cine a fost John Rawls , cand si unde a trait si ce contributii a
adus acesta in planul filosofiei.
2) Afla mai multe despre teoria lui Rawls, cea despre valul
ignorantei.
3) Descopera si alte teorii filosofice despre dreptate ( Ex: Aristotel,
J.J. Rousseau, Friederich Hayek, Karl Popper, etc.)
The Google Translate
app can repeat anything
you say in up to NINETY
LANGUAGES from Tip
German and Japanese Don’t wait till the end of
to Czech and Zulu the presentation to give
the bottom line.
Reveal your product or
idea (in this case a
translation app) up front.
2. Examples
By the end of this section, your audience
should be able to visualize:

➔ What
What is the pain you cure with your
solution?

➔ Who
Show them a specific person who
would benefit from your solution.
 Meet Alberto.
He recently moved from Spain to a
small town in Northern Ireland.
Tip
He loved soccer, but feared he had no
Tell the audience about
the problem through a way to talk to a coach or teammates.
story, ideally a person.
Meet Marcos.
He recently opened a camera shop
near the Louvre in Paris.

Visitors to his store, mostly tourists,

Tip
speak many different languages
If one example isn’t
making anything beyond a simple sufficient to help people
understand the breadth
transaction a challenge. of your idea, pick a
couple of examples.

Story for illustration purposes only

A translation barrier left
Alberto feeling lonely
and hurt Marco’s
business.
Tip
Ideally, speak of people
in very different
situations, but where
each could benefit from
your solution.
Then, Marcos discovered
Google Translate
He has his visiting customers speak their camera issues
into the app.

He’s able to give them a friendly, personalized

experience by understanding exactly what they need.
 A simple gesture
Coaches Gary and Glen knew no
Spanish.

Tip They used Google Translate to invite

Show how your solution Alberto to join in... “Do you want to
helps the person in
the story reach his or play?”... “Can you defend the left side?”
her goals.
From outsider
to star
Alberto scored 30 goals in 21
games. He is now being scouted
by several professional clubs in
the Premier League. And he’s a
favorite of the other boys on the
team.
See a short video on Alberto’s story
Tip
Stories become more
credible when they use
concrete details such as
the specific complex
moves Alberto learned
through Translate and
his 30 goals in 21 games
performance stats.
3. Examples
People need to understand how rare or
frequent your examples are.

Pick 1 or 2 statistics and make them as

concrete as possible. Stats are generally not
sticky, but here are a few tactics:

➔ Relate
Deliver data within the context of a
story you’ve already told

➔ Compare
Make big numbers digestible by putting
them in the context of something
familiar
 It’s no surprise Marcos uses
Google Translate in his shop
regularly.

There are 23 officially

recognized languages in Tip

the EU. Don’t let data stand

alone. Always relate it
back to a story you’ve
already told, in this case,
Marco’s shop.

Source: theguardian.com
More than 50 million Americans
travelled abroad in 2015

THAT’S MORE THAN

THE
POPULATION
OF Tip
When a number is too
CALIFORNIA AND large or too small to
easily comprehend,

TEXAS clarify it with a

comparison to
something familiar.

COMBINED
Source: travel.trade.gov
4. Closing
Build confidence around your product or idea
by including at least one of the these slides:

➔ Milestones
What has been accomplished and what
might be left to tackle?

➔ Testimonials
Who supports your idea (or doesn’t)?

➔ What’s next?
How can the audience get involved or
find out more?
 Milestones

October 2014 October 2015

Translate web pages with Translate text within an app
Chrome extension

2014 2015

August 2015 November 2015

Translate conversations Translate written text from
through your Android English or German to Arabic
watch with the click of a camera
What people are saying

With this app, Visual translation Translate has

I’m confident to feels like magic officially inspired
plan a trip to Ronny Reader, NYC me to learn
rural Vietnam French
Wendy Writer, CA Abby Author, NYC

Quotes for illustration purposes only

Know a 2nd language?
Make Google Translate even better by joining
the community.

Tip
Inspire your audience to
act on the information
they just learned.
Depending on your idea,
this can be anything
from downloading
an app to joining
an organization.
Good luck!
We hope you’ll use these tips to go out and
deliver a memorable pitch for your product
or service!

For more (free) presentation tips relevant to

other types of messages, go to
heathbrothers.com/presentations

For more about making

your ideas stick with
others, check out our book!