§ 1 · The Principles
The rules behind the rules.
1Explain your idea in plain words, so anyone gets it.
2If it is not understandable, it is not finished.
3Use simple language. The more people grasp your idea and like it, the further it travels.
4Make your materials beautiful. Everyone would rather look at something beautiful than something ugly.
5Keep everything consistent. The numbers, the wording, the story must run through your stage talk, your pitch deck, and your business case alike.
6Prepare your materials in advance, so you can send them the moment you need them.
7If you cannot do it yourself, get help.
8Adapt to your audience.
9Be committed. Be reliable. Be responsive.
10Be nice. You never know who will matter to you, or when.