Interesting approach by Clearleft on how they make performance clear to their clients. Instead of showing waterfall charts to their clients, they show them videos:
Download the video of your client’s site loading. Then repeat the test with the URL of a competitor. Now take those videos and play them side by side.
This is so much more effective than showing a table of numbers! Clients get to really feel the performance difference between their site and their competitors.
Show. Don’t tell.