Many of you in market research, information & planning functions, can clearly see what needs to be done to make your organisations more customer centric, but are frustrated that nobody seems to want to listen to you or make the changes you propose.
Having been in the same position myself, I also know that you fight a constant battle to bring these much needed transformations to the attention of management, but usually get blocked by negative reactions or even worse disbelief. If so, I hope you find inspiration in this post.
Last week I came across an inspiring – if long – video made by Sony Music about their segmentation work. Anyone who has run a customer segmentation will surely underst and that although the project itself can be quite complex, even daunting at times, it is nothing in comparison to the challenges you must face to introduce it to the organisation and to get them to action it.
In the video they speak of a number of ideas that they came up with to get the company to buy into the study and to make the adjustments in their customer approach that were identified by the results. If you haven’t yet seen it I would definitely do so to get inspired.
This made me realise that however complicated an analytics project might be, it is only if its results lead to action that it can be termed a success. Therefore I came up with the following five points to help bring change and action from all data and underst anding, be it from market research projects, trawling the web for information, or any other form of knowledge gathering:
#1. Don’t tell me what you’ve done
I know we all want to be believed and we think that sharing all the work we have done, the hours of analysis, the thous ands of interviews carried out etc will impress the audience. This can’t be further from the truth. Either the listeners already know what was done, or at least can find more information in the report, that you will no doubt provide at the end of the interview.
Instead, why not tell them what they need to do? What are the actions they need to consider to take advantage of the opportunity you have uncovered? Let’s spend time talking about ideas rather than information.
#2. Dump the data
Almost any gathering of data and information provides more knowledge than anyone can swallow at one time. Instead of sharing everything you have found, why not share only the small proportion that led you to the decisions and actions you are proposing? If people want more they will certainly ask and in general most people ask for less rather than more data in a presentation. Use their time for dialogue rather than a monologue!
#3. Dramatize by Visualizing
A picture tells a thous and words, so why do you continue to torture people with text and tables? Show pictures instead, or simple graphs at the very least, so that people will listen to you rather than analysing what you are showing, or reading the words on your slides.
One great example of this is the rise in popularity of Infographics; why not make one yourself and give it away at the end of the meeting, rather than sending a report? You can find some inspiring examples here.
#4. Do tell a story
Nothing is worse than drowning in data tables and never-ending information. Make a change by telling a story rather than showing graphs of the results and findings. Everyone likes a good story and what’s more they remember it. How often do people remember tables of data?
Sevendots, a C3Centricity partner, prides itself on storytelling in presentations and their clients have been known to retell the story to their colleagues afterwards and also to use the visualisation elements they saw. It is so much easier to remember a story than an analysis.
#5. Don’t give results give actions
Analysts love to drown us all in data and information, when what we are looking for are insights and actions. So instead of presenting results, why not develop insights and propose actions or changes that would answer the issues or opportunities that have been identified? This way everyone goes away with concrete ideas of what needs to be done, rather than a sore head from all the data and information. If you have followed tip 4 then this will be a natural conclusion as every story has an ending.
These are five ideas that I came up with to help the world move away from boring presentations to the more inspiring world of storytelling. Do you have any other ideas on how to make information sharing fun for everyone? I would love to hear about your own best experiences; how did you inspire your audience?
For more on knowledge sharing and presentations, do check out our website here: https://www.c3centricity.com/home/underst and/