It would seem that there is nothing difficult in creating a good presentation: we select slides that are more aesthetically pleasing, use PowerPoint to the maximum and think about how best to present ourselves. But Simon Morton, founder of Eyeful Presentations, argues that none of this is the point. It doesn’t matter how “Zen” your slides are, how expressive and flexible your gestures and intonation were during your speech, what eye-popping tricks you used: if in the end the audience never realized what your key idea was, then your presentation failed. Over the course of a decade, Eyeful Presentations, one of the world's leading companies in the field of preparation and delivery of presentations, has developed and fine-tuned its methodology called “Presentation Optimization,” which is centered on interaction with listeners and the quality of their perception of information. And although Eyeful has never made a secret of its achievements, only thanks to the book that you hold in your hands, this technique, presented consistently, fully and colorfully, becomes truly accessible to a wide range of speakers.