“The aspect ratio is off.”
Said no one in your audience, ever.
They probably aren’t sitting there thinking, the aspect ratio is off, I don’t like this guy.
But they might be sitting there thinking, I don’t know what it is, but something is off. Maybe it’s the color of his tie or something.
The customer has a weird feeling. They can’t quite put their finger on it, but something feels weird.
And so the end result is the same. They go with someone who doesn’t give them that weird feeling.
Fixing those problems is easy. But it takes years to learn how to make it easy.
You have better things to do with your time than fix aspect ratios. Build bridges, for example. So you go build bridges, and we’ll fix the aspect ratios.
Don’t flunk the “Taxi Test”
What is the Taxi Test? It's a test you apply to the headlines on your slide deck before you send it out. The question you are asking yourself: If someone only reads the headlines on your slides, will they still understand what you are proposing and why? Imagine that...
