Rethinking the Presentation
In 2005 a Texas jury ordered drug giant Merck (MRK) to pay $253 million in damages (BusinessWeek.com, 9/5/08) to the estate of Robert Ernst. Houston trial lawyer Mark Lanier had argued the case for the Ernst family. Lanier used PowerPoint slides designed by presentation design specialist Cliff Atkinson. Atkinson told me that while the Merck lawyers bombarded the jurors with science and data, Lanier told an emotional story using visuals. I saw the slides. They contained few words and no bullet points.
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