Here is what happens when you skip experience design:
You present AT your audience instead of WITH them. You fire-hose features without rhythm or contrast. You show the same default demo to everyone. You end with 'any questions?' and get silence.
Your champion returns to their desk and tries to explain you to their boss. They stumble. They forward your deck. The deal stalls.
The problem is not your content. The problem is how you deliver it.
What You Will Learn
This section covers four interconnected capabilities that transform how you design and deliver buyer experiences:
Build Trust Before Building Decks
90% of B2B purchasing decisions happen subconsciously, driven by emotion rather than logic. Personal value has twice the impact of business value. Learn to connect through authenticity and empathy before you ever open a slide.
Structure for Brains, Not Bullet Points
Your audience's working memory is limited. Exceed it and they start dropping information. Learn the FUST framework (Frame, Unpack, Summarize, Transition) to create rhythm that helps brains keep up.
Engineer Moments That Stick
Surprise triggers dopamine and encodes memories more strongly. Learn to build toward reveals, use callbacks that reward attention, and create peak moments your buyer will remember and retell.
Transform Passive Watching into Active Participation
People remember what they create, not what they watch. The IKEA effect means buyers value experiences they helped build. Learn techniques to bring your audience into the presentation.
Ready to Dive In?
Each chapter in this section builds on the last. Start with trust as your foundation. Add structure for clarity. Layer in memorable moments. Then activate your audience through interaction.
By the end, you will not just present differently. You will design experiences that survive the forgetting curve and travel through organizations.
Let's begin with the foundation everything else rests on: building trust through presence.