The job of each slide in a presentation is simple: 1) the headline should fit neatly in the logic flow of the presentation storyline 2) the data on the slide should provide the best possible analytical underpinning for the headline.

I have worked out a simple hierarchy of supporting data. As you are building your slide, challenge yourself to move as far up this hierarchy as possible.

Best

• Irrefutable data: trended, statistically-significant, robust data. Even a hostile audience has to admit your data closely reflects reality.

• Substantial data: point-in-time data or directionally accurate data. Small surveys are likely to point you in the right direction, even if their precision is questionable.

• Expert commentary: quotes from industry experts can be considered a synthesis of a lot of information

• Anecdotal data: one or two data points or examples that support your case.

• Quotes: Comments from customers, suppliers, employees, etc. can be powerful evidence to make your case. However, a clever audience recognizes that it isn’t too hard to pick out a few quotes that make your case.

• Your opinion: From the perspective of the audience, your opinion is too biased to be considered supporting evidence.

Worst