The Los Angeles Times recently profiled Cliff Atkinson author of Beyond Bullet Points, which advocates for replacing the dull-as-nails barrage of bullet points PowerPoint style with a more narrative, visual storytelling format.
Since I read Beyond Bullet Points I’ve used its ideas in putting together a few presentations with varying degrees of success, and I’ve recommended the book and method to everyone who will listen. Lately, though, I’m having second thoughts, and the profile of Atkinson reinforced those doubts.
More and more I find myself preferring Edward Tufte’s harsh but accurate The Cognitive Style of Power Point. Tufte essentially argues that Power Point-style presentations are inherently evil and should be avoided at all costs.
The LA Times reproduces some of the slides that Atkinson famously helped prepare for the plaintiff in the successful lawsuit against Merck over Vioxx. I agree with Atkinson’s view that the slide after slide of bullet points are just wrong on a number of levels. But, on the other hand, the slides that the LA Times uses as examples of his technique clearly use striking graphical images to emotionally manipulate the audience.
Atkinson trumpets the three-act narrative structure in his book, but our experience with mass media suggests that this approach is just as easily used to obfuscate and misdirect. After all the most effective presentations that use Atkinson’s methods are television commercials which are very effective in communicating messages in ways designed to bypass the audience’s critical thinking or skepticism.
Atkinson and critics of Tufte respond that it is imply unrealistic to expect people to abandon Power Point, so why not do make the Power Points as effective as possible. This reminds me of something I’ve heard in a number of contexts from a large number of people which claims that people simply don’t have time to seriously engage issues anymore, so you have to dumb the issue down to the level where people will pay attention and take some sort of action.
Perhaps, but this doesn’t at all address Tufte’s point that,
Alas, slideware often reduces the analytical quality of presentations. In particular, the popular PowerPoint templates (ready-made designs) usually weaken verbal and spatial reasoning, and almost always corrupt statistical analysis.
So, if Tufte is correct, arguing “well we’re going to use it anyway, so we might as well have visually appealing presentations” is akin to arguing, “well we’re going to be making decisions based on suspect analyses anyway, so we might as well watch visually appealing presentations to support our poor analytical process.”