A good one takes many hours to build: It requires research and clarity of thinking, and great care must be given to word choice, image selection, and flow.
The idea behind it is very simple: If you want a group of people to adopt your point of view, start by describing some difficult or painful issue they’re faced with.
From there, you move to your explanation of the problem, and then to your proposed solution, which will replace the dissonance with harmony.
In all these situations, you are trying to explain your idea, sell it to the audience, and ask people to change their views or take some sort of action.
As presentation expert Nancy Duarte has pointed out, you are essentially creating a story, one that sets up a problem, suggests a solution, tells the audience what they should do, and describes how they’ll be better off as a result.