The 3Ps Framework: How My Clients Have Raised £250M+ in Funding [2026]

📅 Last Updated: December 2025 — Now includes AI-enhanced coaching methods

Quick Answer: What Is Executive Presentation Coaching?

Executive presentation coaching transforms how leaders communicate high-stakes ideas. The most effective approach addresses three elements: your Proposition (what you’re actually saying), your Presentation (how you structure and visualise it), and your Personality (how you deliver it). This is the 3Ps Framework I’ve used to help clients raise over £250 million in funding — because slides alone don’t close deals. The person presenting them does.

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The Presentation That Changed Everything

In 2018, I watched a client lose a £15 million funding round in 12 minutes.

His slides were beautiful. McKinsey would have approved. Every chart was perfect, every bullet point polished. He’d rehearsed for two weeks.

But when the lead investor asked, “Why should we back you instead of your three competitors?” — he froze. Stumbled through a generic answer about “market opportunity” and “strong team.”

The meeting ended politely. The money went elsewhere.

Three months later, he came back to me. Different approach. Same investor. Same ask.

This time, he got £18 million — more than he’d originally requested.

The slides were actually less polished than before. But everything else had changed. His proposition was sharper. His structure was tighter. And when that same question came — “Why you?” — he didn’t just answer it. He made them feel foolish for even asking.

That transformation is what I now call the 3Ps Framework. And after 24 years of executive presentation coaching — at JPMorgan Chase, PwC, Royal Bank of Scotland, and Commerzbank — I’ve seen it work hundreds of times.

Here’s how it works.

The 3Ps Framework Explained

Most presentation training focuses on slides. Maybe some delivery tips. “Make eye contact.” “Don’t read from the screen.” “Use fewer bullet points.”

That’s like teaching someone to drive by explaining how the radio works.

The 3Ps Framework addresses what actually determines whether your presentation succeeds or fails:

P1: Proposition — What You’re Actually Saying

Before you open PowerPoint, you need to answer one question: What is your one irreducible point?

Not your three key messages. Not your five main themes. One point.

If someone walked out of your presentation and could only remember a single sentence, what would it be? If you can’t answer that clearly, neither can your audience.

The client who lost the £15 million? His proposition was muddled. He was trying to say too many things: market opportunity AND team strength AND product differentiation AND financial projections AND competitive moat. The investors heard noise.

Three months later, his proposition was razor-sharp: “We’re the only platform that reduces enterprise onboarding from 6 weeks to 3 days — and we’ve already proven it with 12 Fortune 500 clients.”

Everything else supported that single point. Nothing competed with it.

How to sharpen your proposition:

• Write your presentation’s main point in one sentence (under 20 words)
• Ask: “So what?” — keep asking until you reach the real value
• Test it: Can someone repeat it back after hearing it once?
• Kill anything that doesn’t directly support this point

P2: Presentation — How You Structure and Visualise It

Once your proposition is clear, the structure should serve it. Not the other way around.

Most executives build presentations backwards. They gather all their content, then try to organise it into slides. That’s why most decks feel like data dumps — because they are.

The better approach: Start with the decision you need, then build backwards.

What does your audience need to believe to say yes? What evidence would convince them? What objections will they have? In what order should they encounter these ideas?

This is where frameworks like the 4-Line Executive Summary and the 6-Slide Budget Template come from. They’re not arbitrary structures — they’re engineered to move people toward decisions.

Key principles:

• Lead with your conclusion, not your process
• Every slide should answer “So what?”
• If a slide doesn’t advance your proposition, cut it
• Design for scanning — executives read slides in 3 seconds

Related: Board Presentation Template: Complete Executive Guide

P3: Personality — How You Deliver It

Here’s the uncomfortable truth: the same deck, delivered by two different people, will get completely different results.

The third P is the one most presentation training ignores — and it’s often the one that matters most.

Personality isn’t about being charismatic or extroverted. It’s about being congruent. Your words, your tone, your body language, and your conviction all pointing in the same direction.

When my client answered “Why you?” the first time, his words said one thing but his energy said another. He was reciting. The investors could feel the gap.

The second time, he’d internalised the answer. He believed it. He didn’t need to remember it — he just needed to say what was true. That’s congruence. And investors can smell the difference instantly.

What personality coaching actually addresses:

• Handling pressure: How do you respond when challenged? Do you get defensive or curious?
• Executive presence: Do you command the room or defer to it?
• Authenticity: Are you performing or communicating?
• Recovery: What happens when something goes wrong?

This is where my background in NLP and persuasion psychology becomes relevant. The techniques that work aren’t tricks — they’re about aligning your internal state with your external message.

Why Most Executive Presentation Training Fails

I’ve seen executives spend £10,000 on presentation training and come out no better than when they started. Here’s why:

Problem 1: It focuses on symptoms, not causes

“Don’t say ‘um'” doesn’t fix anything. It just makes people self-conscious about saying “um.” The real question is: why are they saying “um”? Usually because they’re uncertain about their content or uncomfortable with silence. Fix those, and the “ums” disappear naturally.

Problem 2: It’s generic

A board presentation is not an investor pitch is not a sales demo is not an all-hands update. They require different structures, different tones, different pacing. Generic “presentation skills” training treats them all the same.

Problem 3: It stops at slides

You can have perfect slides and still lose the room. Presentation training that doesn’t address proposition clarity and delivery congruence is missing two-thirds of what determines success.

Problem 4: No real practice

Watching videos and reading tips doesn’t build skill. Presenting does. Getting feedback does. Iterating does. Most training is passive consumption, not active practice.

Related: Why Most Presentation Training Fails (And What Actually Works)

What £250M+ in Funding Taught Me

Over 24 years, I’ve helped clients raise more than £250 million in funding. Not because I’m magic — because the 3Ps Framework forces clarity that most presentations lack.

Here’s what the successful ones have in common:

They know their one point. Not three points. Not five. One irreducible idea that everything else supports. When investors leave, they remember that one thing.

They answer objections before they’re asked. Every smart investor has the same concerns: market size, competition, team, defensibility. The best presenters address these in their structure, so by the time Q&A arrives, the hard questions are already answered.

They’re comfortable with silence. When asked a tough question, they pause. Think. Then answer. Amateurs rush to fill space. Executives let the room breathe.

They ask for what they want. You’d be amazed how many pitch decks never clearly state the ask. How much money? For what? By when? In exchange for what? Clarity isn’t aggressive — it’s respectful of everyone’s time.

How AI Changes Executive Presentations

The 3Ps Framework was developed over 20 years. But AI — particularly tools like Copilot’s new Agent Mode — has changed how we apply it.

What AI does well:

• First drafts of slide structures in minutes, not hours
• Reformatting content for different audiences
• Generating variations to test which framing works best
• Consistency and formatting across large decks

What AI can’t do:

• Sharpen your proposition (it doesn’t know what matters most)
• Judge what will resonate with your specific audience
• Replace your executive presence and delivery
• Handle the Q&A after your presentation

The executives who will win in 2026 aren’t the ones avoiding AI or blindly trusting it. They’re the ones who use AI to accelerate the mechanical parts (P2: Presentation) so they can invest more time in the parts that actually differentiate them (P1: Proposition and P3: Personality).

Related: From 6 Hours to 30 Minutes: The AI Presentation Skills Executives Need

How to Apply the 3Ps Framework Today

You don’t need a course to start using this framework. Here’s how to apply it to your next presentation:

Step 1: Clarify your proposition (before opening PowerPoint)

• Write your main point in one sentence, under 20 words
• Ask yourself “So what?” until you reach the real value
• Share it with someone outside your team — can they repeat it back?

Step 2: Structure your presentation around the decision

• What do they need to believe to say yes?
• What evidence supports each belief?
• What objections will they have?
• What’s the minimum number of slides to achieve this?

Step 3: Practice the human elements

• Record yourself presenting to a wall — watch it back
• Have someone ask you the three hardest questions — practise your responses
• Notice where you feel uncertain — that’s where your proposition needs work

Frequently Asked Questions

What is executive presentation coaching?

Executive presentation coaching is specialised training that helps leaders communicate high-stakes ideas effectively. Unlike generic presentation skills training, executive coaching addresses the specific challenges of boardroom presentations, investor pitches, and strategic communications — including proposition clarity, deck structure, and delivery under pressure. The best coaching addresses all three elements: what you say, how you structure it, and how you deliver it.

How much does executive presentation coaching cost?

Executive presentation coaching ranges from £1,000 for individual 1:1 coaching programmes to £5,000+ for group workshops. The investment typically depends on the level of personalisation, the coach’s experience, and whether the coaching includes live deck reviews. Group cohort programmes (like the Maven course) offer a middle ground — more affordable than 1:1 coaching, but more personalised than generic workshops.

Can AI replace presentation coaching?

AI can accelerate slide creation and formatting, but cannot replace coaching for proposition clarity and delivery skills. Tools like Copilot are excellent for the “Presentation” part of the 3Ps Framework — generating first drafts, reformatting content, and ensuring consistency. But they can’t sharpen your core message or help you handle tough questions under pressure. The executives who succeed use AI to save time on mechanical tasks so they can invest more in the human elements that actually differentiate their presentations.

What’s the 3Ps Framework?

The 3Ps Framework is a methodology for executive presentations that addresses three elements: Proposition (your core message and value), Presentation (how you structure and visualise your content), and Personality (how you deliver it with presence and authenticity). Most presentation training focuses only on slides — the 3Ps Framework ensures you’re not missing the other two-thirds of what determines success.

Related Resources

• How to Create Executive Presentations That Get Results
• How to Present Like a CEO: Executive Presentation Skills
• What 500+ Executive Presentations Taught Me About Getting Buy-In
• The Board Presentation Structure Nobody Teaches You
• 50 Best Copilot PowerPoint Prompts That Actually Work