Slides, slides, slides.

No, this is not supposed to be a slide presentation, but if I were asked to sit around a company officers' table then it sure would be. This is because executives give talks, speeches, lectures, presentations, keynotes, plenaries, press conferences, and company pep rallies. At all of these events and venues, slides are used. PowerPoint , Keynote, or what have you, is used. In order to not fall victim to your slides (for executive) use becoming the reason for developing a new message (or iterating on an old one), first understand that executives need good slides just as customers need good web pages. However, you would not want to use the creation of a web page to be the catalyst for creating a new messaging strategy and framework. ....the same goes for slides.

Allow the slides you create for your executive(s) to be the complement to the spoken articulation of your marketing message - and NOT the reason for creating a message in the first place.