Sometimes the best presentation decision is choosing not to present. Tim Calkins, an award-winning marketing professor at Northwestern University's Kellogg School of Management and author of the recently published book, "How to Wash a Chicken: Mastering the Business Presentation", unpacks how to think through the audience and business objective of a presentation, when presenting poses greater risks than rewards, and where a framework borrowed from the advertising world fits neatly into the presentation planning process.