We sometimes get so wrapped up in making a perfect presentation that it just ends up a lot worse for our efforts. Dan and Chip Heath aim to alleviate our concerns by addressing some of the biggest problems. Firstly, we get fixated with, “Show, don’t tell.” We spend all our energy trying to find the perfect image to go with an idea that actually is not so important. Just remember your audience will get the gist of it either way. Secondly, edit! Comprehensive is good—succinct is better. Finally, make your audience want to see what happens next. Craft a mystery. Make them wonder how the dots connect, and then provide the answers. Do not just present. Conduct too.