Many presenters unknowingly skip the most important step when planning out what they’re going to say, argues Tim Calkins, an award-winning marketing professor at Northwestern’s Kellogg School of Management. In this episode, Tim shares frameworks presenters can use for finding and building the core story they want to tell, before making the first slide. Tim is the author of the recently published book, "How To Wash a Chicken: Mastering The Business Presentation." Interviewed by Abe Lubetkin.