Imagine that your boss has asked you to prepare a PowerPoint presentation of a project you’ve been working on. He plans to present it to some executives who tend to favor slick, ICT-based presentations. You ask him, “What would you like me to focus on? And what are your preferences for layout and design?” He says, “Oh, anything that fills 20 minutes is fine.” But you work hard anyway to make a truly professional-looking pitch and then give it to him. He looks at it, then at you, and says curtly, “No, no, that’s not it. You need to change the color scheme and fix the layout. Oh, and kill these two slides, and find a place to work in these four new ones.”