The third way to create conflict in your presentation would be to say,
we are the problem, or rather we were the problem in the past,
it was something that we've done and now we're here to solve it.
Let me give you a few examples.
This is Steve here, one more time, he's presenting an iPhone with Retina Display,
and he's comparing it to the old Non-Retina Display, presumably.
And of course the new display looks much better because, well, it's new.
One more example.
Why didn't you buy the iPhone, and people were saying well, it's too expensive, 56%.
Of all the people asked said it's too expensive.
I've created this problem, now I'm here to solve it.
I am making my product cheaper compared to what it was before.
So, this might look a bit counterintuitive,
should I attack my own product in the presentation?
And the answer is well, probably yes.
In a presentation of iCloud,
which is a cloud storage for files on a Macintosh computer.
Steve said, well it all just works wonderfully, but
I know what you're thinking about.
Isn't this the same company who brought me Mobile Me,
which was the previous version of the same service which didn't work all that well.
And there was a huge laughter and applause in the audience because it takes
courage to bring this topic out, and Steve said well, trust me,
we have learned a few things after that whole Mobile Me disaster.
So and here actually explained what's new compared the old product.
So, by all means go ahead and attack your own products,
discuss counter-arguments, discuss obvious counter-arguments,
things that the audience might be thinking and even discuss non-obvious
counter-arguments if you're talking to intelligent and highly critical audience.
Go ahead and surprise them with your counter-arguments.
I know many people ask me well, Alex how do you deal with uncomfortable questions?
And the correct answer would be you should sit and
write down a list of all the questions that you don't want to
answer during the presentation, then find an answer and
incorporate those questions and answers in your presentation.
In fact you probably should build you whole
presentation around uncomfortable questions.
That would be perhaps the most interesting presentation one can ever create.
So, ask yourself uncomfortable questions.
