A Secret to Great Performances and Presentations – Richard Wiseman

I recently ran a session at the University of Hertfordshire on the 7 factors that I believe underpin an impactful presentation.

While preparing, I was reminded of a conversation I had with a hugely knowledgeable director who had worked with many magicians. He explained that magicians often weaken their performances by letting the audience experience the magic at different times.

Imagine that a magician drops an apple into a box and then tips it forward to show that the apple has vanished. The box must be turned from side to side so that everyone in the audience can see inside. As a result, each person experiences the disappearance at a slightly different moment and the impact is diluted.

Now imagine a different approach. The apple goes into the box. The lid is pulled off and all four sides drop down simultaneously. This time, everyone sees the disappearance at the same time and the reaction is far stronger.

The same principle applies to talks. Some years ago, I ran a year-long experiment with the British Science Association about investing on the FTSE 100. We gave a notional £5,000 to a regular investor, a financial astrologer (who invested based on company birth dates) and a four-year-old child who selected shares at random!

If I simply show the final graph, people in the audience interpret it at different speeds. Some spot the outcome instantly. Others take longer. The moment fragments.

Instead, I build it step by step. First, I show a blank graph and explain the two axes.

Then I reveal that both the professional investor and the financial astrologer lost money.

Finally, I reveal that the four-year-old random share picker outperformed them both!

Now the entire audience sees the result at the same moment — and reacts together. That shared moment creates energy.

It’s a simple idea:

Don’t just reveal information. Orchestrate the moment of discovery.

If you want bigger reactions, stronger engagement, and more memorable talks, make sure your audience experiences the key moments together.