60 Kellogg Insight a skill that people need to have. If you learn these rules, it will have a multipli - cative impact on how well you can con - vey your ideas to people and how well those ideas will actually sink in and then lead to action.” Here Franconeri offers up a few of the most important rules. 1. Replace text with visuals in oral presentations. When Franconeri teaches business stu- dents and leaders, he advises them to step away from the traditional bullet-pointed slides and start integrating visuals into their presentations. Because our brains use the same systems to process speech and written language, putting up text on a screen while talking “ensures that you won’t get your point across, because no one can read and lis- ten at the same time,” he says. But, he says, “you can look at pictures and listen at the same time at full blast.” If you learn these rules, it will have a multiplicative impact on how well you can convey your ideas to people and how well those ideas will actually sink in and then lead to action. STEVE FRANCONERI Based on insights from Steve Franconeri