Can we talk about architecture today? I know what you’re thinking: architecture? After all, Ethos3 is a presentation design and training company. So normally we talk about, well, presentations. But hang with me. You see, I love reading outside of our field. I find that it’s one of the best ways to get new perspectives and encounter different thinkers. And today’s lesson comes from an architect.
While diving into the basics pf architecture, I discovered something that applies directly to presentations. Here’s what I found. One of the first texts on architecture came from Vitruvius. In his writing, he said that buildings should always meet these three principals: strength, utility, and beauty. It’s not too far of a leap to say that when we create presentations, we are building towards these very same goals.
Strength
In the world of architecture, this first term (firmitas) can also be translated stability. We expect that a building would be both strong and stable. We should create and expect the same thing from presentations. In order for a presentation to work, it needs a strong foundation and structure.
This means conducting research that bolsters your claims with solid, scientific proof. It also means giving your presentation a structure, or organization, that your audience can both understand and follow. You don’t walk into a building and wonder if the floor will hold. Neither should your audience sit in your presentation and wonder where the proof is or where you are heading next. They should feel strong and secure because you’ve included proof and organization for your ideas.
Utility
The second concept Vitruvius outlines is utility (utilitas). In other words, an architect should design with an eye to how the building will be used and by whom. In the presentation world, we talk about something called audience analysis, but basically, we are talking about utility.
A great speaker should go into presentation development asking himself or herself the same questions an architect might ask. Who will be using this? And how will they be using this? It helps to always keep the audience in mind and to let that guide the creative process. Only include information that your audience can use. And then, point often to it’s usefulness in their lives. If you are wondering how to get started with an audience analysis, check out these tips from the University of Pittsburgh.
Beauty
The final component of good architecture as defined by Vitruvius is beauty (venustas). This concept reminds us that there should be something of aesthetic appeal or pleasing value to our creations. That’s easy enough to understand in architecture, but how does that translate to public speaking?
It simply means that you should make an effort to make your presentation beautiful. You can do this in many ways. It could come from your passionate delivery of your message. It might come in the form of a polished and professionally designed slide deck. Or, it could come from the way in which you use language to set your presentation apart. Furniture maker John F. Tuton reminds us that a building or a presentation, or in his case a chair, can be strong and useful, but that won’t matter much if it doesn’t attract us or invite us in. That’s what the goal of a beautiful presentation is: to invite the audience in.
These three concepts from an ancient architect still hold a lot of wisdom today. And they can shine a new light on our field. The next time you start working on a presentation, remember these principles from Vitruvius, and ask yourself, “how can I build a presentation that is strong, useful, and beautiful?”
Ready to learn more about the world of presentations? We’d love to chat with you.
