To answer the question posed in the title, let's clarify the basics. A presentation is not just slides. It consists of several components. Broadly, we can identify three: the narrative, the slides, and the delivery. Which of these three elements is the most important?
The Narrative in Presentations
Yes, in my opinion, the narrative is the most important element. The narrative consists of three smaller components: content, the structure of that content, and, to use Cicero's term, "elocution"—the choice of words. It is at the stage of crafting the narrative that the value of the presentation for the audience is determined. This is where the decision is made about whether the presentation will be interesting, engaging, and persuasive. At this stage, we select arguments, gather evidence to support our thesis, and even search for anecdotal evidence (yes, these can be persuasive too).
And it is in the narrative that the secret to creating effective presentations lies. Effective, meaning those that persuade, inspire, and help sell (whether products, services, or ideas). If you want to create a great presentation, dedicate at least 60% of the time allocated for the entire presentation to crafting a good narrative. And to do it really well, it’s worth following proven methods (you can learn these methods, for example, by attending our presentation training, like this one HERE>).
It’s not enough to gather a few ideas, pull slides from old presentations, and hope that "it will somehow work out." No, no, no. The best speakers carefully select their content. They consider not only WHAT to say but also HOW to say it. How to structure the presentation? Should the individual points be arranged in chronological order? Or perhaps from the most important to the least important? Maybe the most critical argument should come at the end? Should you start with a problem? Or perhaps with an inspiring story? If so, which one? How to talk about it? How to phrase the thesis of your presentation so that it is catchy, concise, and impactful? How to craft the narrative so that the audience stays focused on you the entire time? And so on, and so on.
There are countless questions to consider during the narrative development stage. An inexperienced person often stumbles through this process blindly. I know this because I’ve seen hundreds of presentations in their early stages, and chaos is usually the prevailing state. The methodology of creating a narrative may not be quantum physics, but it does require what I call a methodical approach. Methodical, not intuitive—because intuition leads us to "autopilot" solutions, simply repeating patterns seen in most presentations (and let’s admit, most presentations are of poor quality).
Therefore, the narrative in a presentation is the most important element. However, this doesn’t mean that the other two components—slides and delivery—are insignificant. They are important and should be treated as levers for the narrative. What do I mean by that? Both slides and delivery can completely "ruin" a presentation, but they can also elevate it to a masterful level. It all depends on whether the slides and delivery are good or not.
Slides in Presentations
Good, clear, and visually appealing slides can strengthen the message, clarify complex issues, and capture the audience's attention. Slides, as a form of visual communication, make it easier to remember information. They create a second layer to the presentation—alongside the verbal layer, there is also the visual one. At the same time, they serve as a tool for the speaker. Let’s assume that, as a speaker, we are tasked with delivering a complicated argument and we go into the presentation without slides. We’ll be speaking "off the cuff." What risks does this involve? Well, we can quickly lose track of the order of points, forget something important, or even stray into topics we hadn’t planned on discussing because we "lost our thread."
With slides, this risk is minimal. Slides serve as an outline for the speaker, a prompt for what to say in each part of the presentation. For example, here’s a chart on the slide—this requires commentary. On the next slide, there’s a picture with a short slogan—a reminder for the speaker to expand on this slogan with a few sentences. On the next slide, there’s a graphic diagram showing a complex process. It’s impossible to remember it all or explain it without showing the image. Each slide, therefore, is a tool—not just for the speaker, but also for the audience. Yes, a tool, not the most important element. But it is a very important tool. (If you want to take your slide creation to a masterful level, be sure to check out our PowerPoint Business training HERE>).
Because weak slides—illegible, confusing, or overloaded with text—can harm the presentation. The audience may even feel fatigued just from looking at poorly designed slides. And if they are tired from looking at the slides, there’s little chance they will remain focused on the narrative.
The Delivery in Front of an Audience
The same applies to delivery. A good delivery can support the narrative, while a poor one can ruin it. Again, it’s not the most important element because a good narrative can still be noticed even with an average delivery, but there are pitfalls here as well. A speaker who constantly interrupts their speech with "uhhhhh... I mean... eeeee... well, what was it...? uhhhh..." will likely have a disastrous result. Therefore, the level of delivery must be at least decent. It doesn’t necessarily have to be excellent—just not bad. In that case, the good narrative will still shine through.
To deliver great presentations, check out our public speaking training HERE>
Piotr Garlej
