What if your presentations changed how people think? 🧠
Perception is everything.
Bonjour bonjour,
Happy Friday to you my lovely reader.
Ever wonder why some presentations stay with us while others vanish from memory? Why we remember one pitch but forget another, even if the content was equally valuable?
This week’s topic dives into the concept of perception and its power to make ideas memorable—or “brain sticky,” as I like to call it.
But first, let’s start with a story about a Chilean sea bass that learned this lesson the hard way.
How to make ideas stick in people's heads.
Pixar storyteller Matthew Luhn says:
“Don't ever say your mission statement to someone. Tell them all the great things about your company—the ups and downs, the things you've learned—and let them feel the mission statement.”
Even if you have data-backed, brilliant ideas, they can easily be forgotten if they don’t resonate.
Just like how I know I should drink more water and eat more greens—but do I always follow through?
Data alone isn’t enough. What really shapes value is the perception around that data.
And here’s where Pixar’s storytelling genius and a certain fish story come into play.
The Story of the Chilean Sea Bass
Ever heard of the Patagonian toothfish? Probably not. But you might know it by its more appetising alias: Chilean sea bass.
Back in the 1970s, fish wholesalers struggled to sell this odd-looking, oily fish. With a name like “toothfish,” it wasn’t exactly tempting. Consumers and restaurants avoided it—no one wanted a fish that sounded tough and unappetising.
Enter Lee Lantz and the Rebranding Challenge.
In 1977, Lantz, a fish wholesaler, saw potential in the toothfish but knew its name was a major barrier. After some thought, he decided to rebrand it as “Chilean sea bass”—a name that felt exotic but approachable, high-quality yet familiar.
With that simple name change, perceptions shifted. The toothfish went from unsellable to luxurious, eventually selling at $25 per pound, with top chefs featuring it on high-end menus. Bon Appétit even named it “Dish of the Year” in 2001.
The fish didn’t change; only the story around it did.
3) From Data to Drama—Making Your Pitch “Brain Sticky”
So, what does the Chilean sea bass have to do with your presentations? Everything.
As Matthew Luhn explains, “The story is the vehicle that makes people want to learn and remember your message.”
It shapes how valuable they see something.
Pixar have their own story structure that they use to make their stories extra brain sticky.
It’s called the “Pixar Story Spine,” and it follows a simple, powerful sequence:
- Once upon a time... – Set the scene and introduce the status quo.
- Every day... – Establish the routine or situation.
- Until one day... – Introduce the problem or conflict.
- Because of that... – Show the consequences and actions taken to solve the problem.
- Until finally... – Resolve the conflict and reach a satisfying ending.
- And ever since then... – Show the new status quo or lesson learned.
This structure takes the audience on a journey, making the story clear, relatable, and memorable.
You can adapt this framework in presentations to guide your audience through your ideas, showing both the problem and how your solution brings about a positive change.
Here are three practical techniques that can transform your data into something people remember:
1) Start with an Unexpected Question 🤔
Pixar loves to ask “What if?” questions: What if superheroes were banned? (The Incredibles) What if a rat dreamed of being a chef? (Ratatouille).
Example:
Imagine pitching a new data-driven solution to a potential client. Instead of launching into the details, you begin with, “What if we could predict your customers’ needs before they even know them?” This question doesn’t just grab attention—it frames your solution as something both intriguing and potentially game-changing.
By starting with an unusual question, you tap into your audience’s curiosity.
2) Highlight Conflict and Resolution 😱
Stories with tension are the ones we remember. Frame your insights as a journey—present a problem and then resolve it.
Example:
Suppose you’re presenting on efficiency improvements for your team. Instead of diving straight into the benefits, start with a relatable conflict: “Imagine you’re facing the end-of-quarter rush with fewer resources than last year. You’re juggling projects and trying to keep your team motivated.” Then, introduce your solution as the hero of the story: “Now, imagine a solution that streamlines workflows, freeing up hours and reducing stress.”
Make your audience feel the stakes.
3) Use Familiar Analogies 🐟
Simplify complex ideas by connecting them to something relatable. Just as “Chilean sea bass” was easier to digest than “toothfish,” find an analogy that makes your idea feel intuitive.
Example:
If you’re pitching a complex technology, say AI-driven analytics, you could compare it to a “personal assistant for your business”—someone who anticipates your needs and helps you focus on what matters most. This analogy instantly connects with the audience, framing AI as something familiar and helpful rather than intimidating.
When you present your ideas in this way, you don’t just inform; you make your audience feel the importance of your insights.
Sticky brains 🧠
Our brains are wired to respond to stories, emotionally engaging with narratives far more than with raw facts.
When you present data wrapped in a story, it goes from “just another number” to something that actually resonates.
Pixar’s approach to storytelling isn’t about dumping facts; it’s about engaging the viewer, making them feel something.
And that’s why these stories stay with us long after the credits roll.
Bold Behaviour Challenge 🥇
Ready to put these techniques into practice? Here’s your challenge for this wee.
Try This in Your Next Presentation:
- Ask an Unexpected Question
Start by crafting a “What if?” question that draws your audience in. Example: “What if our project could unlock hours for creative breakthroughs?”
- Structure Your Story
Present your idea in three parts: Beginning (the problem), Middle (your solution), End (the impact).
- Make it Emotional
Go beyond facts. Think about the feeling you want to evoke—confidence, curiosity? We remember stories that make us feel something.
- Anchor in Familiarity
Use analogies or relatable examples to help your audience grasp the concept. Like “Chilean sea bass,” make your insights feel accessible and memorable.
Try it in your next meeting or pitch and see how people respond.
Let me know how it goes—I’d love to hear about the impact of “brain sticky” storytelling on your presentations.
Ta-ta for now.
Alex
P.S. I’m designing a group coaching experience for people who want to make their presentations unforgettable. If that sounds like you, drop me a quick reply, and I’ll share what I’m planning!
Sunnybank House, Mayfield, East Sussex TN20
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