There is a right way to make a cream tea.

There are, in fact, two of them, and they live forty minutes apart.

In Devon, you split the scone, spread the cream, then add the jam. In Cornwall, the jam goes first. Both counties are completely certain. Neither has any doubts.

I spent two weeks in the West Country recently and ate the wrong cream tea twice.

This is not a piece about cream teas.

💡 ONE IDEA WELL

Most medical presentations start the same way.

Title slide. Speaker's name and affiliation. Conflicts of interest. Then the objectives slide, written in the language of accreditation forms rather than human conversation. By the end of this session, participants will be able to identify, describe, and apply...

Then the content.
Then the take-home points, which are usually the objectives again, reworded slightly.

Tell them what you're going to say.
Say it.
Tell them what you said.

It works, in the way that a formula works. It is also, by the fourth lecture of the day, indistinguishable from the third. Same shape. Same yellow text on blue background. Same list of things you are about to learn.

I know this because I used to be one of those lecturers. ALS instructor, Cardiac Arrest in Special Circumstances, same 35mm carousel deck, same opening sequence, every course, every room.

Then one day, the projector broke.

No slides.
No objectives.
No liturgy to hide behind.

Just me, the content I knew cold, and a room of people who had already sat through three lectures that morning.

I gave the same talk I always gave. Same material, same room. But without the deck forcing the sequence, I followed my own logic instead of the slide order. It moved differently. It breathed.

They sat up.

I noticed something else, too. I wasn't watching the clock.

On every other ALS course, in every other lecture room, the closing minutes looked the same. Someone glancing at their watch. A rapid sprint through the last five slides. Content that had taken weeks to prepare, compressed into ninety seconds because the format had quietly eaten all the time.

It wasn't just me. We were all doing it. Every instructor, every talk, every course. The deck always had more in it than the session could hold. And because the structure was fixed, there was only one place the overrun could go. The end.

Without the slides, I finished on time. Not because I knew less. Because I wasn't racing to keep up with a format that had never quite fitted the room.

The format hadn't just been sequencing my talk. It had been making every decision — what came first, what came last, what got thirty seconds instead of three minutes because the clock said so. I thought I was the lecturer. The deck had other ideas.

🧰 LESS MESS, MORE MESSAGE

The objectives slide isn't wrong.

Some rooms need it. Some audiences expect it. Some accreditation bodies require it, and that's fine. Fill in the form.

But there's a difference between choosing to open that way and simply never having asked why you do it.

The format had become the county I lived in. I'd never left, so I didn't know it had borders.

Most speakers don't find out until something breaks. The projector fails, the time gets cut, the room turns out to be three people instead of thirty, and suddenly the inherited structure doesn't fit.

The lucky ones notice what happens next.

🚦 TRY THIS

Before your next talk, open the deck and ask one question about each slide.

Did I choose this, or did I inherit it?

Not the content. The format. The objectives slide. The title card. The bullet points. The take-home summary at the end that says exactly what you said at the beginning.

Some of those will have a good answer. Some won't.

The ones that don't have an answer are worth a second look.

You don't have to break the projector to find out which county you're in.

🧭 ASK YOURSELF THIS

Speak soon,

Andy
​

PS — For the record, I grew up in Cornwall. Make of that what you will.