Have you ever been watching TV when someone else has the remote? Just as soon as you're getting into something [tschht]. That's what it was like. Just as I was starting to nod my head - [tschht] - A new voice - [tschht] - A new topic - [tschht] - A new [tschht].

But this wasn't TV. These were presentations in the AAF's National Student Advertising Competition. The thinking from the students was better than lots of stuff I've seen from 'real world' shops—which made me feel pretty good about the future. The presentations on the other hand were eye-opening. Not because they were necessarily terrible. I'd just never sat on the client side of the table in a creative presentation before. The over choreographed and awkward handoffs were very similar to 'real word' presentations I've seen from big-time agencies.

I don't understand why, but when it comes to presenting all of the sacred 'less is more' rules seem to get thrown out the window—and they shouldn't. More bells, whistles, visual aids, and presenters—does not make for a better presentation.

It was interesting to note that every single team presenting chose to use the maximum number of presenters. I scrambled to write down names of everyone as they introduced themselves—but no-one can write as fast as 5 nervous, over-caffeinated college student can speak. Don't even try it.

After the idea packed presentations it was time for a deep breath—(ahh) and a little Q & A. I asked the students the following:

1. "Did you have fun?" — (It was pretty obvious to see that they had).

2. "In your opinion, who is the best presenter on your team?" 

This is where things got interesting. Each team pointed to one or two teammates that they felt was the best. On one team, a guy actually stood up and said: "I don't want to sound like a jerk, but I'm probably the best presenter." It was great to see the entire team nod in agreement. So why? Why did every team choose to use 5 people when they all agreed one or two were the best?

This led me to the following: If you only get one shot... do you use a firing squad? or a sniper? My advice. Use a sniper. Kill it.