Every great story has a moment where the stakes are raised, tension builds, and the audience realizes just how critical the situation has become. Whether you’re presenting a business case, pitching an idea, or persuading a team to act, escalating the problem is a powerful technique to capture attention and drive urgency.
But how do you do this effectively in a presentation? How do you make your audience feel the growing weight of the issue, without overwhelming them with too much too soon?
In this post, we’ll break down the art of escalation, exploring how to frame problems in a way that builds urgency, engages your audience, and leads seamlessly to your solution.
Why Escalation Works
Escalation works because it mirrors how we naturally experience problems. Rarely does a challenge appear fully formed; instead, it grows over time, impacting more people, processes, or outcomes. By escalating the problem in your presentation, you:
- Build engagement: People are more likely to stay focused as the tension rises.
- Create urgency: The growing stakes make the issue feel like it demands immediate attention.
- Set up the solution: When you escalate effectively, your audience is primed to embrace your solution as the logical next step.
How to Escalate a Problem Step by Step
Escalation isn’t about being dramatic—it’s about showing the natural progression of a challenge. Here’s how to structure your narrative for maximum impact:
1. Start Small: Introduce the Problem Quietly
Begin with the core issue, focusing on what’s currently happening. Keep the scope narrow and relatable, giving the audience an entry point to understand the problem.
Example:
“At first, our customer service team noticed a small uptick in support requests.”
2. Widen the Scope: Highlight the Ripple Effects
Next, show how the problem begins to expand. What’s being affected beyond the initial scope? Who else is starting to notice?
Example:
“Soon, this uptick became a pattern, leading to slower response times and frustrated customers.”
3. Raise the Stakes: Show the Consequences
Now, make it clear what’s at risk if the problem continues to grow. Use data, anecdotes, or visuals to make the stakes tangible and personal.
Example:
“As a result, customer satisfaction dropped by 20%, and we started losing key accounts to competitors.”
4. Make It Urgent: The Breaking Point
Finally, paint a vivid picture of what will happen if the problem isn’t addressed. This is where urgency peaks, and your audience should feel the weight of the issue.
Example:
“If we don’t act now, we’re projected to lose an additional $500,000 in revenue this quarter.”
Techniques to Show Escalation in Your Slides
How you visually represent escalation can amplify its impact. Here are some techniques to try:
1. Use Progressive Visuals
- Start with a small graphic or chart, then add layers to show growth or expansion (e.g., a bar chart that grows taller over a few slides).
- Use animations to build the problem step by step, revealing more as you go.
2. Introduce Numbers Gradually
Start with a single data point and add more over time to illustrate how the problem has grown.
Example:
Slide 1: “5% of customers reported issues.”
Slide 2: “Now it’s 15%.”
Slide 3: “We’re projected to hit 30% by next quarter.”
3. Leverage Case Studies or Stories
Tell a story about one person or situation that escalates, making the problem feel real and relatable.
Example:
“Meet Sarah, a long-time customer. She used to rave about our service. But after waiting 3 days for a response to her issue, she left a negative review and switched to a competitor.”
4. Use Contrast to Highlight Change
Show “before and after” visuals to make the escalation obvious. For example, compare a calm, controlled scenario with a chaotic one.
Example:
Slide 1: “Here’s where we started.”
Slide 2: “Here’s where we are now.”
Common Mistakes to Avoid
While escalation is a powerful tool, it can backfire if used poorly. Watch out for these pitfalls:
- Overloading with data: Too many facts or charts can overwhelm your audience instead of building suspense. Stick to the key points that illustrate the escalation.
- Skipping steps: Jumping straight to the worst-case scenario without showing the progression can make your argument feel exaggerated or alarmist.
- Neglecting your audience’s perspective: Make sure the stakes you’re highlighting matter to your audience. Focus on what they care about, not just what you want to emphasize.
When to Use Escalation in Your Presentations
Escalation works best in presentations where you need to:
- Convince your audience of the problem’s importance: For example, when pitching a solution to a skeptical team.
- Create urgency for action: When you need buy-in for immediate next steps.
- Highlight risks: When discussing potential outcomes if the problem isn’t addressed.
The Build Up That Leads to Action
Escalating a problem is like telling a good story—it needs pacing, tension, and a clear payoff. By showing how an issue grows in importance, you guide your audience from understanding the problem to feeling its urgency and, ultimately, seeing your solution as the natural next step.
So, the next time you’re building a presentation, don’t just tell your audience about the problem—show them how it unfolds, grows, and demands their attention. Done right, escalation can turn a simple problem into a compelling call to action.