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You Are Not the Hero: How to Create Presentations That Speak to Decision Makers

By: Jude Barak - Business Consultant | Presentations Expert

We’ve all been there. Sitting through a presentation so beautifully designed it could win an art award—but five minutes in, you’re still wondering, "What’s this got to do with me?"

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Here’s the hard truth: even the most stunning visuals won’t save a presentation that talks to the presenter instead of the people in the room.

Whether you’re speaking to a single investor, a room full of board members, or even your skeptical uncle at Friday dinner, the rule is the same:

If you want to win people over, stop thinking like the hero. Start thinking like the guide.

And that brings us to Samwise Gamgee.

Profile Image 2024 NXP.jpg

Set the Goal: Begin With the Applause in Mind

Before you start building your slides or scripting your video or writing that one-pager, pause. Ask yourself one simple question:

 

"What do I want them to do after this presentation?"

Do you want a second meeting? An introduction to a VC? Approval of a pilot project? For someone to invest their time, money, or reputation?

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Set that goal like a lighthouse. Everything else you build will lead to it. If you start with "I want to show what we do" or "I want them to understand us," you’re already off-course. Understanding is not action.

 

Know Your Audience: It’s Not About You

It's time for a bit of homework. Who are they?

  • A potential investor with 50 pitches in their inbox?

  • A C-Level exec who eats KPIs for breakfast?

  • A municipality board juggling ten urban development projects?

 

Ask yourself:

  • What do they already know?

  • What do they care about?

  • What language do they speak (not just English vs. Hebrew—business? tech? finance?)

  • What keeps them up at night?

 

The more precisely you answer these questions, the more powerful your presentation becomes. If you're speaking Swahili to someone who only understands Excel, you’re going to lose them—fast.

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What’s in It for Them?

We all like to think people are here to listen to us. They’re not.

They’re here because they want something. Maybe it’s growth. Maybe it’s a problem solved. Maybe it’s because their boss told them to sit in. But there’s always a reason.

Your job is to find it—and speak to it. Frame your message around their needs, not your features.

  • Don’t say: "We developed an AI-powered algorithm."

  • Do say: "We help companies cut their decision-making time by 45% using AI."

 

See the difference?

You Are Sam, Not Frodo

Let’s talk storytelling. Everyone loves a good hero’s journey. But here’s the twist: you’re not Frodo in your presentation.

You’re Sam. The loyal, brave, slightly underappreciated friend who helps the hero reach Mount Doom.

 

The decision maker is Frodo.

  • They’re on a journey.

  • They’re facing obstacles.

  • You’re offering the map, the sword, and the support they need to succeed.

This mindset shift changes everything. You’re not selling your greatness. You’re showing how you help them be great.

Your presentation isn’t a spotlight. It’s a flashlight.

Delivery and Design: Don’t Let the Tail Wag the Dog

Design is like makeup. Done well, it enhances. Done poorly, it distracts or worse—misleads.

Your slides, video clips, charts, and graphs should all do one thing: serve the message. Not compete with it.

  • Use visuals to emphasize key takeaways.

  • Keep the design clean, not cluttered.

  • Avoid the urge to add unnecessary animations unless you're auditioning for Pixar.

Remember: no one claps for your color palette. They clap for clarity, insight, and action.

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Let’s Wrap: Start With Them, End With Results

Every great presentation starts the same way: by getting out of your own head.

When you start from your audience’s perspective, build a narrative around their needs, and deliver with clarity, you flip the script. You become the person they want to talk to again. The one who "gets it."

So next time you’re preparing a presentation, a video, a one-pager, or just a two-minute elevator pitch—ask yourself:

"Am I being Frodo, or am I being Sam?"

One gets the glory. The other gets the job done.

 

About the Author

Jude Barak is a business consultant and presentation strategist who helps startups and executives communicate complex ideas with clarity and impact. With over a decade of experience and more than 100 startup clients, she specializes in investor presentations, business storytelling, and data visualization that gets results.

Want help with your next pitch or presentation? Let’s talk.

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