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CREATIVE GRAB - ANALOGY
An analogy is a comparing the new item, concept or action
to an item, concept or action that the audience has already
experienced.
A well-devised analogy is an excellent way of explaining
anything that is arcane, obscure, or complicated. If your business
deals with products, services, or systems that are technologically
complex or require specialised knowledge to understand, look for a
simply analogy that can allow audiences to grasp the essence of the
story.
Example
If you were trying to explain the dangers of upgrading
new technology in the hope of increasing speed, you might say “If you
put a bigger, faster engine in a old mini, you’re going to have
problems”.
David Sykes, Vice President of Symantec Asia Pacific used
the following analogy to start a presentation to potential client CIOs
who had been through the pain of cross-company software implementation
and retraining:
"One of the biggest challenges and gripes when a new
technology is adopted is the time it takes for the user to get
up-to-speed. Well, I can tell you now that if your users can use Google
now, they can use our software".
With thanks to Jerry
Weissman - "Presenting to Win - The art of telling your story". |
