Write Slides Like a CEO: The Slide Rules No One Teaches You

Executives often consume information via slide decks and fluffy ones make the presenter a target for them. This is also why Executive are so busy: The slides don't clarify things—they confuse. Confusion means Executives don't get the message, so they ask questions, get fluffy answers, and the meetings run over time. People start fearing these meetings because they "roast" the team. They fear top management.

The biggest problem is: People prepare justifications. They don't answer the questions that any executive has.

I have prepared hundreds of slides for Executive, Directors, or CxOs and never get roasted. Let me share the unspoken rules. Create or fix your slides in 10 minutes and make it a killer presentation.

Note: I do not cover the design in this article. 

1. Gather information from Assistants

How all these things start: You get a meeting invitation from a senior vice president with the title: "Slides for the Board Member." Of course, the call is on the same day. You can't plan it. You need to reschedule other things.

The call starts:

"Guys, we were asked to present our business."
Me>"What for - what is the goal?"
"He wants to understand what we do."
Me>"What information is he missing?"
"I don't know, they just told me to prepare slides."
Me>"What about asking?"
"No, we can't do that. It looks like we have no clue."
Me>"Well, that's true. We don't have a clue about the meeting."

That's how it goes in 90% of the cases. There are two options to solve it:

1. Reach out to the assistant and ask. Ask about the background of the meeting and what is in the focus of the Executive.
2. When you can't get any information then assume you present it to your parents.

Assuming parents as the target group is perfect. It means your parents don't know what you do in detail, neither does the manager. But imagine your parents have the same professional background as you (technical wording, frameworks, etc.).

This helps to know how to start.

2. Start with the result

Ask yourself: What is the one thing I want to tell the executive/parents? It can be information, a decision, a need, or an action.

A presentation is no thriller. Thriller build up tension. Details are revealed slowly and then at the end, you conclude who is the murderer. This drives management crazy.

Remember: they are super busy. No time to waste. Give managers the feeling of power and that they know everything. Start with the result and then dive into the details. The details are supporting argument of the result. This is called Pyramid Principles.

Choose a title that reveals everything. Make it catchy. The recommendation is about six words in length. If you need more use subtitles (half the font size) to expand.

Do you see and feel it? You haven't seen any slide except the title page and you know what to expect. The meeting could stop now and you could start a chat with the executive in the elevator about the topics. You get their attention and continue with this in upcoming slides in the headlines.

3. Speaking Headlines

We learned: presentations are no thriller. Each slide should be obvious at first glance. The headline summarises the content of the slides.

Speaking headlines mean:

• Use a strong verb.
• Verbs show action.

Here are a few examples:

People are distracted by emails or phones. Speaking headlines help people to catch up on the discussion. The best is: Put all your headlines one below the other. Feel the magic that this tells a story!

4. Write in Active Voice

The passive kills action. It implies that somebody did something or watched it from far far away. The worst thing is:

This is a one-minute hack. Scan slides and you will see that 90% of the sentences contain passive voice.

Managers love action - use active verbs.

5. Describe the Solution, Not the Problem

People are geniuses at describing problems and all the nitty-gritty details. Honestly: Who cares about your problems? Managers want solutions, not another problem on their table.

Whatever problem you spot, find three possible solutions and it consequences. When possible choose one option and tell the managers what path you go and what the benefits are. Focus on your slide on:

• What is the problem?
• What solution do you choose?
• When do you expect results and a resolution?
• Alternatively, present three solutions and ask for a decision.

See how the former president of the United States Barack Obama describes it:

www.youtube.com/watch?v=YNY4UFaHbP4

6. Use 1 Slide = 1 Message

Avoid kitchen sink slides. If your slide has more than one message, break it up. That simple.

7. What do you want them to do?

Now, the managers listened, you discussed and what is next? It is not only about the next steps. The leading question is what do you want them to do? Make this your major guideline because it avoids being a time waster.

Wrap up:

There is no magic about delivering a great slide deck. Apply all these tips directly and you will be ahead of 90% of people. Trust me - it's CEO-proven.

✅ Bonus Checklist

•  Does the headline speak a result?
•  Is the slide scannable in 5 seconds?
•  Can I say the message in 1 sentence?
•  What are the solutions to the problem?
• Is it clear for what you are asking the managers?