Put the end in the beginning?

This is a tricvky one - In a presentation, should you put your conclusion in the beginneng or at the end?

While common sense (i.e. Barbara Minto, Gene Zelazny, Harald Hungenberg) tell you the structure of a presentation should primarily lead to the conclusion, Cliff Atkinson makes a point why you should put the conclusion first.

Well, I think it depends on the audience and the aim of the presentation. But I have to admit, I am not quite sure which side to take in general.