Years before today's slideware, presentations at companies such as IBM and in the military used bullet lists shown by overhead projectors. Then, in 1984, a software house developed a presentation package, "Presenter," which was eventually acquired by Microsoft and turned into PowerPoint.

This history is revealing, for the metaphor behind the PP cognitive style is the software corporation itself. That is, a big bureaucracy engaged in computer programming (deeply hierarchical, nested, highly structured, relentlessly sequential, one-short-line-at-a-time) and in marketing (fast pace, misdirection, advocacy not analysis, slogan thinking, branding, exaggerated claims, marketplace ethics). To describe a software house is to describe the PowerPoint cognitive style. Why should the structures, activities, and values of a large commercial bureaucracy be a useful metaphor for our presentations? Could any metaphor be worse? Voice-mail menu systems? Billboards? Television? Stalin?

The pushy PP style imposes itself on the audience and, at times, seeks to set up a dominance relationship between speaker and audience. The speaker, after all, is making power points with bullets to followers. Such aggressive, stereotyped, over-managed presentations - the Great Leader up on the pedestal - are characteristic of hegemonic systems:

The Roman state bolstered its authority and legitimacy with the trappings of ceremony.... Power is a far more complex and mysterious quality than any apparently simple manifestation of it would appear. It is as much a matter of impression, of theatre, of persuading those over whom authority is wielded to collude in their subjugation. Insofar as power is a matter of presentation, its cultural currency in antiquity (and still today) was the creation and manipulation, and display of images.

A better metaphor for presentations is good teaching. Teachers seek to explain something with credibility, which is what many presentations are trying to do.