The truth is - it doesn t matter how smart or how slick a presentation is if it isn t in sync with the decision maker s mindset then it s bound to fail. That s the conclusion drawn by Miller and Williams who completed an exhaustive study of more than 1 700 key business executives. Their research shows that decision makers can be placed into five distinct categories: Charismatics Thinkers Skeptics Followers and Controllers. Once the category the decision maker falls into is determined then the presentation can be tailored to their precise mindset.