I've been looking for this post since I began this blog - it sums up everything I've said (but with much more authority). Read it. Learn it. Live it. Love it. (And it goes for Keynote, too.)
One of the key messages that applies to everything we (E+S and individuals) do: "communication is the transfer of emotion."
You can watch the principle in action here. (This is better than his demo reel, referenced below.)

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