It’s all in the contrast
- O'Patrick Wilson
- Apr 2
- 2 min read
Updated: 7 days ago
Contrast and tension. Let me repeat: contrast and tension. Whatever it is: the dynamics in music, the shades of light and dark in photography or even the rhythm of sex – life would be singularly dull without contrast and tension. And yet, almost all company presentations and press releases are singularly devoid of any trace of either contrast or tension.
The majority of company presentations drive us to narcolepsy. Don’t get me started on PowerPoint, I’ll save that rant for another day.
Contrast and tension are critical not only for keeping audiences awake and excited about a topic but also for realism and establishing credibility.
Don't bore the audience
Let’s look at the typical external announcement. When a company issues a press release, they usually wax lyrical about the latest product or appointment, financial results, or the soundness of their strategy. And even if true, their news release is seldom as shiny as they’d have us believe.
No one takes what companies say at face value anymore; we’ve been led down the garden path too often. Instead of looking through their rose-tinted lenses, we’re critical and skeptical.
The solution
Aside from telling the unvarnished truth and presenting fact – the solution is contrast and tension. A little goes a long way. In terms of structure, here are a few approaches: problem/solution, past/future, current situation and what must change, what is and what could be.
And before you say, we can’t possibly introduce anything negative into an internal or external announcement, let’s use the example of IBM’s Annual Report in 2000. The table of contents on the inside cover read: “Reports of our demise; The leader’s dilemma; Into the wild; Coming home.” IBM was once the bluest of US blue-chip companies. If IBM can do it, surely everyone can. It only requires a confident CEO with vision.
Be bold and address the skepticism of your audience head on. They will appreciate it and maybe, just maybe, trust you more. At the very least they’ll stay awake.
