The poetics of presenting, or why beautiful metaphors are better than beautiful slides.
On August 28, 1963, Martin Luther King, Jr. rose to the top of the steps of the Lincoln Memorial during the March on Washington for Jobs and Freedom and delivered his legendary “I Have a Dream” speech before 250,000 civil rights supporters. It would go on to reverberate through the nation, reaching millions more, and through history, inspiring generations and forever changing the course of culture. But how can sixteen minutes of human speech have the power to move millions and steer history?
That’s exactly what presentation design guru Nancy Duarte, author of Resonate: Present Visual Stories that Transform Audiences (public library), probes as she analyzes the shape of Dr. King’s speech and what made it so monumentally impactful — a modern-day, infographic-powered version of Kurt Vonnegut’s iconic lecture on the shapes of stories exploring oration rather than narrative.
Duarte notes the Dr. King spoke in short bursts more reminiscent of poetry than of long-winded lecture-speak and highlights his most powerful rhetorical devices — repetition, metaphors, visual words, references to political documents, citations from sacred texts and spiritual songs — in a fascinating visualization of the speech, demonstrating how it embodies the core principles of her book.
Duarte followed up Resonate with Harvard Business Review’s HBR Guide to Persuasive Presentations, offering more specific strategies for honing the power of presentation, where she places special emphasis on the far-reaching power of metaphor and writes:
Metaphors are a powerful literary device. In Dr. Martin Luther King Jr.’s “I Have a Dream” speech, about 20% of what he said was metaphorical. For example, he likened his lack of freedom to a bad check that America has given the Negro people … a check that has come back marked ‘insufficient funds.’” King introduced his metaphor three minutes into his 16-minute talk, and it was the first time the audience roared and clapped.
Pair with five things every presenter should know about people and some timeless advice on how to give a great presentation.