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Collins suggested that leaders should think about their business by thinking about—of all things—hedgehogs. Unlike other animals in the animal kingdom, hedgehogs have only one defense mechanism: they roll into a thorny ball. I fell in love with the hedgehog concept so much, I collect hedgehogs and even have a pair of jammies with hedgehogs on them. In a season when people were trying to diversify their business, attempting to do anything and everything to survive, I was saying “no” to queries for print and web, instead choosing to focus solely on what we were best at—presentations. By narrowing our focus 13 years ago, we gained efficiencies and visibility that propelled us closer to the claim we’re best in the world at what we do.
Duarte creates presentations and offers training based on our unique VisualStory™ methodology, which applies storytelling and visual thinking to craft persuasive communications designed to shift audience beliefs and behaviors.


Our resources teach you how to create visual slides, use sophisticated animations, master slide masters, and more.
So much work goes into getting a good opportunity to pitch, yet often too little goes into the pitch itself.
Our resources show you how to create persuasive and compelling B2B sales tools – so you can win more business, sooner. We lost all our print, web and multimedia business, but the phone was still ringing for presentation help.
This was a season when executives were using fog metaphors to describe their low visibility and inability to make bold decisions and commitments.
It doesn’t help you make a specific goal, it helps you gain an understanding of what you can be best at.


Desperate for some guidance in how to navigate a downturn, I turned to Jim Collins’ book, Good to Great, which had me make one of the most counterintuitive moves in my career.
As I noodled notes on the model, I realized that I needed to commit to a niche and determine the one thing Duarte could do well enough to be the best.




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