The LED wall cannot read your mind.

Put a slide with 73 words on a wall the size of a small apartment. The words do not become more interesting. They become larger words.

Before ordering another few metres of LED, stand at the back of the room. Can you read the name? Can you see the product? Does the speaker still look like the main event, or has the animated background taken over?

The laptop preview is a kind and forgiving place. It is close to your face, brightly lit and has never had a waiter cross in front of it carrying six coffees.

Give each screen moment one job: explain something, introduce someone, show the work or change the mood. If it has four jobs, it is probably doing none of them particularly well.

I love a spectacular screen. I also love when someone in the last row can tell you what it said.