Data Visualization for Presentations

This reference covers chart selection, formatting standards, color usage, labeling, and annotation techniques specifically for slide-based presentations. Slides have different constraints than dashboards or reports - the audience sees each chart for 10-30 seconds, so every chart must communicate its message instantly.

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The one rule

Every data slide must answer one question, and the answer must be stated in the slide headline. The chart provides the visual proof. If you remove the chart, the headline alone should still convey the insight. If you remove the headline, the chart alone should still make the point through annotation and design.

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Chart selection by analytical purpose

Comparison

Horizontal bar chart - The default for comparing values across categories.

• Sort bars by value (largest to smallest) unless there's a natural order (time, rank)
• Use a single highlight color for the key bar; gray for all others
• Label values at the end of each bar; remove the x-axis if labels are present
• Limit to 10-12 bars maximum per slide

Grouped bar chart - For comparing 2-3 series across categories.

• Never group more than 3 series (use small multiples instead)
• Use clearly distinct colors for each series
• Always include a legend, positioned above the chart

Trend over time

Line chart - The default for showing change over time.

• Use time on the x-axis (left to right, chronological)
• Limit to 4 lines maximum; highlight the key line with color and thickness
• Label the end of each line directly (remove the legend if possible)
• Start the y-axis at zero for absolute values; break the axis only if clearly marked
• Add annotations for key events (product launch, policy change, etc.)

Area chart - Use only for cumulative/stacked trends where the total matters.

• Use semi-transparent fills to allow overlap visibility
• Don't use for more than 3-4 series (becomes unreadable)

Part-to-whole

Pie/donut chart - Use ONLY for 2-3 segments where the relationship to 100% matters.

• Never use for more than 3 segments
• Always label segments directly with both percentage and absolute value
• Start the largest segment at 12 o'clock, going clockwise
• Use a donut variant when you want to place a key metric in the center

Stacked bar chart - For part-to-whole with 4+ categories or across time periods.

• Use consistent color order across all bars
• Label segments directly when they're large enough; use a legend for small segments
• Consider a 100% stacked bar when proportions matter more than absolute values

Treemap - For hierarchical part-to-whole with many categories.

• Use when you have 5-20 categories with clear size differences
• Label directly on each rectangle
• Use color to encode a second variable (e.g., growth rate) or keep monochromatic

Distribution

Histogram - For showing the shape of a continuous distribution.

• Choose bin widths that reveal the pattern (10-20 bins is typical)
• Label the x-axis with meaningful ranges
• Add a mean/median line with annotation if relevant

Box plot - For comparing distributions across categories.

• Always explain the box plot components if the audience may not be familiar
• Use horizontal orientation for readability
• Add individual data points as a jitter overlay for small datasets

Correlation

Scatter plot - For showing the relationship between two variables.

• Always label both axes clearly with units
• Add a trend line only if the correlation is the point
• Use size for a third variable (bubble chart) sparingly - hard to read precisely
• Highlight and annotate specific data points that support the narrative

Flow and change

Waterfall chart - For showing how a value changes through additions and subtractions.

• Color-code increases (green/blue) and decreases (red/orange) consistently
• Label each bar with the change value
• Show the starting and ending totals as full bars

Sankey diagram - For showing flow between stages or categories.

• Use when showing conversion funnels, budget allocation, or migration patterns
• Limit to 3-4 stages and 5-8 flows for slide readability
• Color by source or destination category

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Formatting standards for slides

Typography on charts

• Chart title: omit if the slide headline serves as the title (preferred)
• Axis labels: 12-14pt, regular weight, dark gray (#4A4A4A)
• Data labels: 12-14pt, bold for highlighted values, regular for others
• Annotations: 12-14pt, italic or with a callout line
• Source line: 10pt, light gray, bottom-left of the chart area

Gridlines and axes

• Remove all gridlines by default; add back only if the audience needs to read precise values (rare in presentations)
• Remove the top and right borders of the chart area (open frame)
• Keep the x-axis and y-axis lines thin (0.5-1pt) and gray
• Remove tick marks; use the label positions to imply the axis

Whitespace

• Chart should occupy 60-70% of the slide area below the headline
• Leave breathing room between the chart and slide edges (minimum 5% margin)
• Don't stretch charts to fill the entire slide - whitespace signals confidence

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Color usage

Primary palette approach

• Choose one primary color for the key data series or highlighted element
• Use gray (#B0B0B0 to #D0D0D0) for all non-highlighted data
• Use one accent color (sparingly) for secondary highlights or annotations
• Never use more than 5 distinct colors on a single chart

Color meaning conventions

• Green for positive/growth (use cautiously - consider color blindness)
• Red for negative/decline (same caveat)
• Blue as a neutral primary color (safe default)
• Gray for context, benchmarks, or de-emphasized data

Accessibility

• Never encode meaning through color alone - always pair with labels or patterns
• Test charts for color-blind accessibility (red-green is the most common deficiency)
• Maintain a minimum 3:1 contrast ratio between data colors and background
• Use colorblind-safe palettes: blue-orange, blue-red, purple-green alternatives

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Annotation techniques

Annotations are the most underused tool in presentation data visualization. They transform a chart from "here's some data" to "here's what the data means."

Direct labeling

• Label data points directly on the chart instead of using a legend
• Place labels at the end of lines, inside or beside bars, on pie segments
• This eliminates the legend-to-chart lookup that slows comprehension

Callout annotations

• Use a short text callout with an arrow pointing to the key data point
• Keep callout text to 5-10 words maximum
• Example: "23% increase after feature launch" with arrow to the inflection point
• Position callouts in open areas of the chart to avoid overlapping data

Reference lines

• Add a horizontal reference line for targets, benchmarks, or averages
• Label the line directly ("Industry avg: 42%")
• Use a dashed style to distinguish from data lines

Shaded regions

• Shade a time period on a line chart to highlight a specific era
• Use very light fills (10-20% opacity) to avoid obscuring data
• Label the region ("Beta period", "Post-launch", "COVID impact")

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Common data visualization mistakes in presentations

Mistake	Impact	Fix
Dual y-axes	Misleads by implying correlation through scale manipulation	Use two separate charts side by side
Truncated y-axis without marking	Exaggerates small differences	Start at zero or clearly mark the break
Pie chart with 5+ segments	Audience cannot compare arc angles	Switch to horizontal bar chart
3D chart effects	Distorts proportions and obscures data	Use flat 2D charts exclusively
Rainbow color palette	No visual hierarchy; distracting	Use gray + one highlight color
No data labels on bars	Forces audience to estimate from axis	Label bars directly
Chart without headline insight	Audience doesn't know what to conclude	Write assertion headline
Too many data series	Visual noise; nothing stands out	Highlight 1-2 series; gray the rest
Gridlines at full opacity	Compete with data for visual attention	Remove or reduce to 10-15% opacity
Using a table when a chart would work	Tables require sequential reading; slow	Convert to chart; reserve tables for precise lookups

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When to use a table instead of a chart

Tables are appropriate on slides only when:

• The audience needs to look up specific exact values (prices, dates, specifications)
• You have a small dataset (under 5 rows x 5 columns) with no clear visual pattern
• The data is categorical text, not numeric (feature comparison matrices)
• You're showing a schedule, roster, or specification sheet

Table formatting for slides:

• Remove all internal borders; use alternating row shading (very subtle) or horizontal lines only
• Bold the header row; left-align text; right-align numbers
• Highlight the key row or column with background color
• Keep font size at 14pt minimum (anything smaller is unreadable in a presentation)

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Data storytelling sequence

When building a data-heavy section of a presentation, follow this sequence:

1. Setup slide - State the question the data will answer (assertion headline framed as the answer). Brief context on data source and timeframe.

2. Overview chart - Show the full picture at a high level. This orients the audience before you zoom in.

3. Zoom-in slides - One slide per key insight, drilling into specific segments, time periods, or comparisons. Each has its own assertion headline.

4. Synthesis slide - Pull the data insights together into 2-3 key takeaways. This is where you translate data into implications.

5. Action slide - What should happen as a result of this data. Specific, assigned, time-bound actions.

Never dump multiple charts on one slide and expect the audience to synthesize. That's your job as the presenter. One chart, one insight, one slide.

Slide Layout Templates

This reference provides reusable slide layout templates for the most common slide types in professional presentations. Each template defines the spatial arrangement, typography, and content rules for a specific slide function.

All templates assume a 16:9 aspect ratio (standard widescreen). Positions are described relative to the slide canvas.

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1. Title slide

Purpose: First impression. Sets the tone and frames the presentation topic.

Layout:

• Title text: 36-48pt, bold, centered vertically in the upper 60% of the slide
• Subtitle/tagline: 20-24pt, regular weight, directly below the title
• Presenter name and date: 14-16pt, bottom-left or bottom-center
• Company logo: bottom-right corner, small (not dominant)
• Background: solid color, subtle gradient, or full-bleed image with dark overlay

Content rules:

• Title should be 3-8 words maximum
• Subtitle provides context: audience, date, or one-sentence framing
• Never put an agenda on the title slide
• If using a background image, ensure text contrast meets accessibility standards

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2. Section divider slide

Purpose: Signals a major transition between sections. Gives the audience a mental reset.

Layout:

• Section title: 36-44pt, bold, centered on the slide
• Section number (optional): 60-80pt, light opacity, top-left or as a large background numeral
• Brief descriptor: 18-20pt, regular weight, below the title (optional)
• Background: differentiated from content slides (darker color, accent color, or reversed text)

Content rules:

• One to four words for the section title
• Use consistently throughout the deck (don't mix with other transition styles)
• Consider adding a mini progress indicator showing which section you're in

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3. Assertion slide (text-focused)

Purpose: Makes a key claim supported by 2-4 concise points. The workhorse of most presentations.

Layout:

• Assertion headline: 24-32pt, bold, top of the slide spanning full width
• Supporting points: 16-20pt, regular weight, left-aligned below the headline
• Visual accent (optional): icon, small image, or pull-quote on the right third
• Source/footnote: 10-12pt, gray, bottom-left

Content rules:

• Headline is a full sentence stating the claim (not a label)
• Maximum 4 supporting points, each 1-2 lines
• No sub-bullets - if you need sub-bullets, split into two slides
• Each supporting point should be evidence or a distinct argument, not a restatement

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4. Data/chart slide

Purpose: Presents quantitative evidence with a visual chart.

Layout:

• Assertion headline: 24-28pt, bold, top of slide - states the data insight
• Chart area: occupies 60-70% of the slide, centered or slightly right of center
• Key callout annotation: 14-16pt, italic, with arrow pointing to the key data point
• Source and date range: 10-12pt, gray, bottom-left below the chart

Content rules:

• One chart per slide (two only if directly compared side by side)
• The headline states the insight, not the chart type ("Revenue grew 23% YoY", not "Revenue bar chart")
• Use annotation to draw the eye to the specific data point that proves the headline
• Remove chart junk: no gridlines, no 3D, no gradient fills, minimal axis labels
• See data-visualization.md for chart type selection and formatting rules

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5. Comparison slide (side-by-side)

Purpose: Compares two options, states, or time periods side by side.

Layout:

• Assertion headline: 24-28pt, bold, top of slide
• Left panel: 45% width, contains Option A / Before / Current State
• Right panel: 45% width, contains Option B / After / Future State
• Divider: thin vertical line or whitespace between panels
• Panel headers: 18-22pt, bold, at top of each panel
• Panel content: 14-18pt, 3-5 bullet points or a visual per panel

Content rules:

• Use parallel structure: same categories in both panels for easy comparison
• Highlight the recommended option with an accent color or checkmark
• If comparing before/after, put "before" on left (past) and "after" on right (future)
• Avoid making one side obviously worse (strawman) unless that's the honest comparison

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6. Framework/matrix slide (2x2)

Purpose: Positions items along two dimensions. Classic strategic tool.

Layout:

• Assertion headline: 24-28pt, bold, top of slide
• 2x2 grid: centered, occupying 65% of the slide
• Axis labels: 14-16pt, bold, on the outside of each axis
• Quadrant labels: 14-16pt, bold, inside each quadrant (top area)
• Items/logos/dots: positioned within the appropriate quadrant
• Highlight: accent color or border on the quadrant where "you" or the recommendation sits

Content rules:

• Label the axes with clear, distinct dimensions (not vague terms)
• Keep 3-6 items in the matrix (more becomes cluttered)
• The position in the matrix IS the argument - make sure placement is defensible
• Always highlight where your product/recommendation lands
• Common matrices: Effort vs. Impact, Market Growth vs. Market Share, Build vs. Buy

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7. Process/timeline slide

Purpose: Shows a sequence of steps, phases, or milestones.

Layout - horizontal process:

• Assertion headline: 24-28pt, bold, top of slide
• Process flow: 3-6 steps arranged left-to-right with connecting arrows
• Step icons/numbers: centered above or inside each step box
• Step labels: 14-18pt, bold, below each step
• Step descriptions: 12-14pt, regular, 1-2 lines below each label
• Current/active step: highlighted with accent color; future steps lighter

Layout - vertical timeline:

• Timeline line: vertical, left third of the slide
• Milestone markers: circles or diamonds on the timeline
• Date labels: left of the timeline
• Description: right of the timeline, 2-3 lines per milestone
• Past milestones: muted color; upcoming: accent color

Content rules:

• 3-6 steps maximum for horizontal; 4-8 milestones for vertical timeline
• Arrow direction always indicates flow (left-to-right or top-to-bottom)
• Highlight the current step/milestone with a distinct color
• If a process has more than 6 steps, group into phases first

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8. Team slide

Purpose: Introduces key people with credibility signals.

Layout:

• Assertion headline: 24-28pt, bold, top of slide ("Our founding team has 3 successful exits" not just "Team")
• Team member cards: 3-5 per row, arranged in a grid
• Each card: headshot photo (circle crop), name (16-18pt bold), title (14pt), key credential (12-14pt italic, 1 line)
• Spacing: equal gaps between cards; centered on the slide

Content rules:

• Lead with the strongest team members (CEO, CTO, domain experts)
• One standout credential per person (not a full bio)
• Use consistent photo style (all professional, all casual - don't mix)
• 3-6 people maximum per slide; use a second slide for advisors or extended team
• For pitch decks, emphasize relevant experience and exits, not job titles

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9. Metrics dashboard slide

Purpose: Shows 3-5 key metrics at a glance with trend indicators.

Layout:

• Assertion headline: 24-28pt, bold, top of slide
• Metric cards: 3-5 cards in a single row, equally spaced
• Each card: metric value (36-44pt, bold), metric label (14-16pt, below), trend indicator (small arrow or sparkline, below the label)
• Optional: comparison value or target in smaller text ("vs. 85% target")
• Background: cards slightly elevated with subtle shadow or border

Content rules:

• 3-5 metrics only (more dilutes focus)
• Use color to signal health: green for on-track, red for off-track, gray for neutral
• Show the direction (up/down arrow) and magnitude (percentage change)
• Choose metrics that together tell a coherent story (not random KPIs)
• For pitch decks: ARR, growth rate, retention, customers, unit economics

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10. Call-to-action / closing slide

Purpose: Final slide. States what the audience should do next.

Layout:

• Primary ask: 28-36pt, bold, centered in the upper half
• Supporting details: 16-20pt, regular, 2-4 bullets below (who, what, by when)
• Contact info or next step: 14-16pt, bottom of slide
• Background: match the title slide style for visual bookending

Content rules:

• The ask must be specific and actionable ("Approve $2M budget for Q3 expansion" not "Questions?")
• Include a timeline or deadline if applicable
• For pitch decks: state the funding amount, intended use, and how to follow up
• Never end on "Thank you" or "Questions?" as the main content - make the CTA the star
• A "Questions?" slide can follow the CTA as a discussion prompt, but the CTA is the real final slide

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Template composition rules

When building a full deck from these templates:

1. Start with a Title slide (template 1)
2. For decks over 15 slides, add a table of contents or agenda slide after the title
3. Use Section dividers (template 2) between major sections (3-5 per deck maximum)
4. Mix slide types within sections - avoid 5 assertion slides in a row
5. Place data slides (template 4) immediately after the claim they support
6. End every deck with a CTA slide (template 10)
7. After the CTA, add an Appendix section divider followed by backup slides

Pacing guideline: For a 20-minute live presentation, target 12-15 content slides plus 2-3 dividers and the title/closing. That's roughly 1-1.5 minutes per content slide. For a read-ahead, you can go denser (20-30 slides) since the reader controls the pace.

Storytelling Frameworks for Presentations

This reference covers the major storytelling frameworks used in professional presentations. Each framework has a specific use case - choosing the right one is the first structural decision in any deck.

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Framework selection guide

Framework	Best for	Audience	Typical length
Situation-Complication-Resolution (SCR)	Executive updates, strategy proposals	Senior leadership, board	8-15 slides
Problem-Solution-Benefit (PSB)	Sales pitches, product launches	Customers, prospects	10-20 slides
Pyramid Principle (Minto)	Analytical presentations, consulting deliverables	Decision-makers who want the answer first	10-25 slides
Hero's Journey	Keynotes, brand storytelling, conference talks	Large audiences, mixed expertise	15-30 slides
What-So What-Now What	Status updates, retrospectives, quick briefs	Peers, cross-functional teams	5-10 slides

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Situation-Complication-Resolution (SCR)

Developed by Barbara Minto and widely used in management consulting. This is the go-to framework for any presentation to senior leaders who need to make a decision.

Structure

1. Situation (1-3 slides) - Establish shared context. State facts the audience already knows or agrees with. This builds alignment before introducing tension.

   • "We launched Product X in Q1 targeting mid-market SaaS companies"
   • "Current ARR is $12M with 85% gross retention"

2. Complication (2-4 slides) - Introduce the tension, problem, or change that disrupts the situation. This is what makes the presentation necessary.

   • "However, enterprise competitors are moving downmarket with 40% lower pricing"
   • "Our win rate dropped from 45% to 28% in the last two quarters"

3. Resolution (3-8 slides) - Present your recommendation, solution, or plan. This is the bulk of the deck. Support with data, analysis, and a clear action plan.

   • "We recommend repositioning to vertical-specific solutions starting with healthcare"
   • Include evidence, implementation plan, timeline, resource ask

When to use SCR

• Board presentations and strategy reviews
• Any time you need executive approval for a course of action
• Quarterly business reviews with leadership
• Problem escalation decks

Common mistakes with SCR

• Making the Situation too long (audience gets impatient - they know the context)
• Weak Complication that doesn't create urgency
• Resolution that doesn't clearly state the ask or decision needed

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Problem-Solution-Benefit (PSB)

The classic sales and pitch framework. Works because it follows the natural persuasion pattern: create tension, relieve it, prove the value.

Structure

1. Problem (2-4 slides) - Define the pain point vividly. Use data to size it. Make the audience feel the problem before offering any solution.

   • Quantify the cost of the problem (time, money, risk)
   • Use a customer quote or real scenario
   • Show the problem is getting worse, not better

2. Solution (3-6 slides) - Present your offering as the answer. Show, don't tell. Use product screenshots, architecture diagrams, or demo flows.

   • Lead with what it does, not how it works
   • Show the user experience, not the technical implementation
   • Keep it to 2-3 key capabilities, not an exhaustive feature list

3. Benefit (2-4 slides) - Prove the value with evidence. This is where you convert interest into conviction.

   • ROI calculations or projections
   • Customer case studies with specific metrics
   • Before/after comparisons
   • Social proof (logos, testimonials, analyst quotes)

When to use PSB

• Sales presentations and product demos
• Investor pitch decks (modified with market/team/ask sections)
• Internal proposals for new tools or platforms
• Product launch announcements

Variations

• Problem-Agitation-Solution (PAS): Insert an "agitation" phase between Problem and Solution that amplifies the emotional stakes. Useful for audiences that don't yet feel urgency about the problem.
• Before-After-Bridge: Show the current painful state, paint the ideal future state, then bridge with your solution. More visual and emotional than standard PSB.

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Pyramid Principle (Minto)

Created by Barbara Minto at McKinsey. The core rule: start with the answer, then support it with grouped, logically ordered arguments. This is the opposite of how most people naturally build presentations (building up to a conclusion).

Structure

1. Governing thought (slide 1-2) - State the main conclusion or recommendation upfront. The executive summary. No buildup, no suspense.

   • "We should acquire CompanyX for $50M to enter the European market"
   • "Engineering velocity will increase 30% by migrating to a monorepo"

2. Key supporting arguments (1 slide each, 3-5 arguments) - Group your evidence into 3-5 mutually exclusive, collectively exhaustive (MECE) pillars.

   • Each argument gets a section of the deck
   • Each argument's slide title IS the argument (assertion headline)

3. Supporting evidence (2-4 slides per argument) - Data, analysis, and proof points that back each argument. Go deeper only where the audience needs convincing.

The MECE test

Arguments must be:

• Mutually Exclusive - No overlap between argument groups
• Collectively Exhaustive - Together they fully support the governing thought

Example for "We should enter the European market":

• Market opportunity is large and growing (ME: about market size)
• We have a competitive right to win (ME: about our capabilities)
• The financial return exceeds our hurdle rate (ME: about economics)
• Together these are CE: they cover why, how, and at what return

When to use the Pyramid Principle

• Consulting deliverables and analytical presentations
• Any presentation where the audience wants the answer immediately
• Board-level recommendations with complex supporting analysis
• Internal strategy documents and memos converted to slides

Common mistakes with Pyramid

• Burying the lead - putting the conclusion at the end
• Arguments that overlap (not MECE)
• Too many levels of nesting (keep to 2-3 levels max)
• Confusing data with arguments (data supports arguments; it is not the argument)

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Hero's Journey (adapted for presentations)

Joseph Campbell's narrative structure, simplified for business presentations. Works best for keynotes and conference talks where you need emotional engagement.

Structure (simplified to 5 acts for slides)

1. The Ordinary World (1-2 slides) - Set the scene. Describe the status quo that the audience recognizes.

2. The Challenge (2-3 slides) - Introduce the disruption, threat, or opportunity that calls for action. This is the "call to adventure."

3. The Journey (4-8 slides) - The struggles, experiments, failures, and learning along the way. This is where you build credibility through vulnerability and real experience.

4. The Transformation (2-4 slides) - The breakthrough moment. What was discovered, built, or achieved. Show the results with data and proof.

5. The New World (1-2 slides) - Paint the future. What's now possible that wasn't before. End with inspiration and a call to action for the audience.

When to use Hero's Journey

• Conference keynotes and thought leadership talks
• Brand story presentations
• Company all-hands and culture presentations
• Fundraising narratives (the founder's story)

Tips for Hero's Journey in business

• Keep "The Journey" honest - include real failures and setbacks
• The hero should be the customer, the team, or the audience - not the presenter
• Use visuals and photos heavily - this framework is narrative, not analytical
• Time it carefully: the Transformation should land at roughly the 70% mark

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What-So What-Now What

The simplest framework. Ideal for short updates and status presentations where you need to be concise.

Structure

1. What (1-3 slides) - State the facts. What happened, what the data shows, what was delivered.

2. So What (1-3 slides) - Interpret the facts. Why does this matter? What are the implications? What does the audience need to understand?

3. Now What (1-2 slides) - State the action items. What needs to happen next? Who owns it? By when?

When to use What-So What-Now What

• Weekly/monthly status updates
• Sprint retrospectives
• Quick project briefings
• Post-mortem summaries

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Combining frameworks

Frameworks can be nested. Common combinations:

• PSB + Pyramid: Use PSB for the overall deck flow, but structure the Solution section using Pyramid Principle (lead with the key capability, then support with grouped evidence).

• SCR + Hero's Journey: Use SCR for the logical structure but tell the Complication as a Hero's Journey narrative to build emotional engagement.

• Pyramid + What-So What-Now What: Use Pyramid for the main analysis, then close with a What-So What-Now What summary for the action items.

The key rule: pick one primary framework for the overall deck structure. Use a second framework only within a section, never as a competing parallel structure.