Summary: Most presentations fail because they try to inform instead of persuade. As a presentation designer, I see this constantly: decks overloaded with data but lacking a central argument. Facts make people nod; propositions make people act. This post explains why persuasion is more engaging than information, and why every PowerPoint designer should frame a presentation around a clear, arguable proposition.

Why informing isn’t enough

If you only want to inform, write a report. A PowerPoint presentation has a different job: to persuade people to do or say something at the end — approve the budget, back the strategy, choose your solution. That’s where presentation designers earn their keep: turning information into a compelling case. For this reason alone you will need to be or find someone who knows how to write a presentation with good presentation content.

What is a proposition, really?

A proposition is a clear, arguable statement your presentation exists to prove true. It should invite the response: “Really? Prove it.”

Weak: Market size
Strong: The market is expanding faster than anyone expected

That second version creates tension and curiosity — the gateway to persuasion. This is the shift a skilled PowerPoint designer delivers: moving slides from labels to arguments.

The psychology of persuasion

This is not just my opinion, there is a vast amount of research to support what I am saying

• Transportation Theory: people change beliefs when immersed in a story, not when handed raw data. A proposition is the spark of that story — a claim to be tested and resolved.
• Elaboration Likelihood Model: arguable claims trigger deeper, central-route thinking that leads to durable persuasion (rather than superficial agreement).
• Active learning: when audiences debate or test an idea, engagement and retention improve by ~25% versus passive listening. Even if your stated aim is only to inform, framing content as an arguable proposition makes it more memorable.

Key takeaways for presentation & PowerPoint designers

• Facts inform. Propositions persuade.
• Make the presentation title a clear, arguable proposition; spend the rest of the deck proving it true.
• Design slides as supporting statements — each one advances the case.
• Even when your goal is “just to inform”, arguable propositions increase memorability and engagement.
• Great presentation design is not decoration; it’s structuring a persuasive argument with evidence.