For all the wonderful programmes like power point and emaze, it is incredible how many of us still sit through really bad presentations. Internal end-of-year reviews, appeals to investors, business plans and more – time after time we flop at them.

Over the past two weeks in Israel, I have read through business proposals and been asked to comment on logo designs. Although submitted by experienced commercial operatives, the submissions have been wide of the mark.

Very few of us reach the heights of Steve Jobs. About a year ago, I read somewhere of a CEO of a Californian start-up. Along with several others, he had been summoned to pitch to investors. The candidate in front of him was going overtime, and he garnered from outside the room that there had been a lot of smooth talking. Our CEO began to panic. He felt that he was about to forget all his lines that he had been rehearsing for days.

When his turn came up, he was in such a state that he found that all he could do was to throw his prototype on the table with no explanation. Amazingly, the hosts took an interest in the unusual object, and started to discus the product amongst themselves. Mr. CEO walked out with a healthy promise of support, having never given a formal presentation.

With hindsight, our hero had tapped into a key rule. When preparing your presentation – otherwise known as a marketing document – check out your audience beforehand. What are they looking for? What do they want to hear and in what format.

What the CEO only appreciated afterwards was he was meeting a group of people, who did not want to be lectured to. Nor did they want to hear another talk about “unique product, with mega market size and best team since the World Cup”. They wanted to be allowed to think for their arrogant selves.

As a follow up to the previous point, this is the key reason why many advocate that presentations slides should contain the minimal amount of words. Cluttered slides turn into a passive form of lecturing. It also detracts away from what you, the speaker, need to add.

My second key rule is to remember who is in charge of the presentation – you! It is not the person who has invited you to turn up.

Now this may sound surprising, especially to those who are nervous before such occasions. However, consider that the audience want to listen to you. They are looking for somewhere to place their support. They are dependent on you providing the right kind of information.

You, the presenter, are the one in control and you can allow yourself to wear that responsibility with pride as you enter the room.

(For further tips, I point you to an excellent article featuring Donna Griffit)