Music streaming services such as Spotify change the way musicians make music. With an unlimited amount of songs to listen to, users can now skip through tracks quickly. The result: musicians put the ‘hook’ or chorus of the song really early in the track to convince new listeners to stick around just a few seconds longer. During a live performance of the same song, the build up could be different.

The same applies to your slide decks that you send for someone to read without you being there to explain. The investor or customer is ‘streaming your slides’. Think about how to put that ‘hook’ in your story to keep the viewer interested.

Hooks don’t have to be blunt. A massive drum solo as your song opening might get people to hit the skip button. “We will have $3bn sales in 18 months” sounds impressive but might not be credible. An unusual chord change, or a counterintuitive perspective on the market could do the trick.