Imagine this: You’re in a boardroom, the lights are dimmed, and you’re about to unveil an idea that will propel your company to new heights. You’re armed with impactful data, a sound strategy, and well-designed slides. But your audience is easily distracted and focused on a host of competing priorities. So, when the meeting ends, will they remember what you said? Or will your message fade into the background noise of their busy day?
This is where a S.T.A.R. Moment™ comes in. It stands for “Something They’ll Always Remember,” and it’s the not-so-secret weapon that can turn your presentation from just another meeting into a transformative experience.
Let’s dive into what S.T.A.R. Moments™ are, why they work, and how you can create your own.
S.T.A.R. Moments™ are those magical, goosebump-inducing parts of a presentation that stick with you long after the last slide fades to black. They are the secret ingredient to an unforgettable event. Nancy Duarte first coined the term S.T.A.R. Moment™ – Something They’ll Always Remember – in her book, Resonate®.
S.T.A.R. Moments™ aren’t about adding fluff or gimmicks; they’re about embedding a moment of pure, emotional resonance that connects with your audience on a deeper level. Think of it as the difference between a typical meal and a Michelin-star dining experience. Both might fill you up, but one will leave you talking about it for days, maybe even years, because it truly was an unforgettable event. S.T.A.R. Moments™ do the same for your presentations.
Let’s be real — most presentations are forgettable. Given there are approximately 30 million PowerPoint presentations created every day, there’s no way they’re all made with the intention of being memorable or to stand out. Sure, they’re packed with data, facts, and maybe a pie chart or two, but they typically will lack the emotional punch that makes a message stick. However, S.T.A.R. Moments™ work because they cut through the noise and create a connection that goes beyond the intellect to the heart. They are what make an event, unforgettable, or a speech to be memorable.
But why do they work? There are several psychological principles at play when it comes to S.T.A.R. Moments™:
S.T.A.R. Moments™ often evoke strong emotions, whether it’s joy, shock, frustration, or inspiration. Emotions play a crucial role in memory formation, and by creating an emotional connection, S.T.A.R. Moments™ ensure that the audience will remember the message, making your speech memorable.
S.T.A.R. Moments™ often involve an element of surprise. This breaks the audience out of their normal thought patterns and forces them to pay attention, making the moment more memorable.
S.T.A.R. Moments™ are usually simple and straightforward. They distill the essence of the message into a single, impactful moment, making it easy for the audience to grasp and remember. This is especially key when planning an unforgettable event.
S.T.A.R. Moments™ often involve striking visuals or sensory experiences that make the message more tangible and memorable. Whether it’s a powerful image, a dramatic pause, or a surprising prop, these elements engage the audience’s senses and reinforce the message, especially in a memorable speech.
Now you may be asking yourself “what does a S.T.A.R. Moment™ actually look like?” Well, I’m glad you asked. Depending on if you’re planning a memorable speech, and unforgettable event, or both, here are some of our favorite S.T.A.R. Moments™:
When Steve Jobs introduced the first iPhone back in 2007, he created one of the most memorable S.T.A.R. Moments™ in tech history. Jobs began by talking about three revolutionary products:
As the audience realized he was talking about a single device — the iPhone — the excitement built to a crescendo. This moment wasn’t just about a product launch; it was about changing the way we think about communication, and it became a S.T.A.R. Moment™ that has been remembered ever since.
Duarte’s team played a significant role in crafting the presentation for Al Gore’s documentary “An Inconvenient Truth.” The presentation was filled with S.T.A.R. Moments™, such as the dramatic use of a cherry picker to show the scale of CO2 emissions over time. This visual and emotional impact of Gore’s narrative created a compelling call to action that resonated with audiences around the world for years afterward.
During a TED Talk on malaria, Bill Gates created quite the buzz by releasing mosquitoes into the audience, stating, “There’s no reason only poor people should have this experience.” This startlingly powerful S.T.A.R. Moment™ drove home the seriousness of the malaria epidemic in a way that no statistic could. This excellent use of a nonconventional visual aid really made his talk memorable, and his cause stick with his audience.
Ok, so we’ve convinced you that your next presentation needs a S.T.A.R. Moment™ to guarantee an unforgettable event. But where do you start in making one? Let’s go over the five primary types of S.T.A.R. Moments™ first, and then you can start deciding which type is best for your next big-stage moment.
This type of S.T.A.R. Moment™ involves the use of drama to create a vivid and memorable experience for the audience. For instance, you might stage a live demonstration or reenactment that encapsulates your key message in an emotionally striking way (see Bill Gates’ mosquito example above). Adding dramatization makes any concept more tangible because the audience not only hears your message, but feels it too through the dramatic experience.
Sound bites are short, memorable phrases that encapsulate the essence of your message by distilling complex ideas into concise, catchy expressions. They are crafted to be easily repeated and remembered by the audience. You can think of sound bites as the most “hashtag-able quotes” from your presentation — phrases that have a nice ring to them and can be easily shared on social media or in the press.
Memorable advertisements, commercials, or marketing campaigns tap into this often. Think of a familiar jingle for car insurance or a catchy tagline for a food brand. This helps their advertisement become unforgettable, and likewise, their brand.
Some S.T.A.R. Moments™ rely on powerful imagery or visual aids to evoke emotions and reinforce a message. Visual aids can include striking photographs, impactful graphs, something 3D, or even symbolic representations that resonate. These visuals help in making abstract ideas more concrete and can serve as strong anchors for your audience’s memory, linking the visual experience directly to your key points.
Storytelling is one of the most effective ways to create a S.T.A.R. Moment™ because stories naturally engage emotions and make messages more relatable. Emotive storytelling involves sharing a narrative that connects deeply with the audience’s feelings, values, or experiences. The story might involve a challenge, a transformation, or a personal experience that aligns with the audience’s journey, typically rooted in a 3-act structure. Stories work because they activate multiple areas of the brain, helping the full message become memorable.
Presenting unexpected or shocking data can also serve as a powerful S.T.A.R. Moment™. These are statistics or facts that challenge the audience’s preconceptions, forcing them to think. When done effectively, shocking statistics can underscore the urgency or significance of a message and jolt the audience to act.
No matter what S.T.A.R. Moment™ you choose, it will help anchor your message in the minds of your audience so that it stays with them after your presentation ends. This is especially key for making memorable speeches. With that said, effective S.T.A.R. Moments™ require careful planning and a deep understanding of your audience. When you’re determining your next S.T.A.R. Moment™, keep these tips in mind:
A huge spectacle doesn’t equate to a STAR Moment™, particularly if it distracts the audience from your core message. What is the one thing you want your audience to walk away remembering? Your S.T.A.R. Moment™ should be directly tied to this foundational message or Big Idea™.
Complete a thorough audience analysis (using tools like this Audience Needs Map™) so you know what type of S.T.A.R. Moment™ will resonate most with your specific audience at that specific point in time.
Although it can be easy to get carried away with S.T.A.R. Moments™, it’s important to strip away anything that might dilute the impact. We call this “murdering your darlings.” Although it can seem counterintuitive, the simpler and more direct your S.T.A.R. Moment™ is, the more memorable it will be.
S.T.A.R. Moments™ don’t happen by accident. They require careful crafting and rehearsal to ensure they land as intended. Practice your presentation until your S.T.A.R. Moment™ feels natural and powerful — and when in doubt, review these three expert tips to maximize your rehearsal time.
Incorporating S.T.A.R. Moments™ — whether it’s through memorable dramatizations, repeatable sound bites, evocative visuals, emotive storytelling, or shocking statistics — can transform your presentations from ordinary to legendary. But they are no small feat. If you have a high-stakes moment coming, like planning a major conference, product launch, or a big keynote speech, outsource your S.T.A.R. Moment™ to our highly-creative Agency team. This is what they do, day in and out. And because they do it often, they’ll come up with something that other conferences, audiences, or competitors aren’t thinking about yet. (We call this Blue Sky Thinking, by the way.)
To get started, schedule a no-pressure chat with a Solution Architect today to discuss our offerings and services to make your next moment, unforgettable.
