Four Questions for Effective Storytelling
It's a sad day when valuable insights are lost in the depths of a dull, 60-slide PowerPoint presentation. In a recent conversation with a client, I shared four questions that can inform a more powerful story, and I'd like to share them with you, too.
What is your objective? Knowing what you want your audience to do after hearing or reading your story will shape its tone and structure.
What types of content and information are you working with? A project with clear questions, like a concept evaluation, is probably best served in a news article format with the most important findings first. A consumer journey or exploratory study may be best delivered chronologically. Access to charts, quotes, images and video can also influence story structure and style.
In what context will this content be consumed? A report designed to be read by a stakeholder could be turned into a handbook or an executive summary, while information designed to be presented to an audience in a board room or at a conference will have a presenter’s script in the notes paired with simple, eye-catching slides.
Who is the audience? Audience can inform depth and approach. An executive may have little time, leading to a concise distillation of insights and action. A sophisticated research audience may require more focus on methodology. And a marketing or product audience may benefit from more emphasis on real-life applications.
I hope answering these four questions are helpful as you think about the story for your next report or strategy presentation. Let me know how it goes, and if you have any questions or storytelling tips of your own, I'd love to hear them.