BOOK SUMMARY 289 Strategic Storytelling
·
Summary written by: Chris Reynolds
"I want to read a public speaking book
that is about the real speaking situations in which I find myself at work every
day.”
- Strategic Storytelling, page vi
Have you ever wondered how to create a persuasive
presentation? Is there a smart approach to telling your story so you have
maximum chance of getting your message across? Has anyone ever researched what
an effective presentation should look like? It turns out that there is research
and excellent findings laid out in this book.
Dave McKinsey has taken his years of experience to do a
case study, dissecting 3 presentations related to a public project. Along the
way, he talks about the good, the bad, and the ugly of each presentation in
order to demonstrate strategic storytelling best practices through the use of
presentations. McKinsey covers everything, from simple things like page
numbering and logo sizing/placement, to rules for content, visuals, data
representation, and several dos and don’ts.
One of the most useful takeaways from McKinsey’s book is
that there are a few basic, clear formulas for delivering most categories of
professional presentations. This is not about keynote addresses; this is about
the sort of presentations that are given in meeting rooms every day of the
week; the sort of presentations many of us need to make in our professional
lives. This book will give you insights into how you can be successful with
your strategic storytelling in the future.
The Golden Egg
There is a Best Way to Tell your Story Effectively
"Use the Approach-Findings-Implications framework
for informative presentations."- Strategic Storytelling, page 84
Stories all follow a basic framework or pattern. The
beginning provides context for what is about to happen to the protagonist. The
body of the story is what happens to the protagonist, the ‘journey’ they take.
The finale of the story is the lesson to be learned and a wrapping up of loose
ends.
Every good story starts with an introduction to the
situation the protagonist is in as we begin. Every good presentation
should start in a similar way. In the ‘Approach-Findings-Implications’
framework, the Approach section of the presentation provides the introduction
needed for the story. The Approach is about describing the situation that will
be addressed. The situation is often the problem or opportunity the business
faces. The Approach also includes any methodology applied to research the
problem or opportunity, as well as the solution space explored. It is about
providing the background your audience will need to understand the story you
are about to tell.
The middle of a story is about the protagonist’s journey.
The Findings section of your presentation should be about the journey taken to
get to your recommendations. This section shows the results of your research
and your data, which should be formatted in an easily consumable way. The way
your research data is presented should lead your audience inexorably to the
implications you are going to ultimately present. Make sure what you present in
this section is aligned with the Approach you’ve described as well as the
implications you will provide. Failure to do this will cause your audience to
question your credibility.
Every story has an ending (even “The Never-Ending
Story”). A good ending has a climactic event: a moment of epiphany for the
protagonist, followed by a tying up of loose threads. Implications
of your Findings should provide your audience with that same level of
closure. You need to provide an unambiguous single result/answer/solution/way
forward, while also showing that alternatives have been investigated and
rejected for valid reasons. Ensure that your Implications directly lead from
your Approach and Findings. Your audience needs to believe in the validity of
your Implications even if they can’t anticipate it directly from the previous
sections of your presentation.
Gem #1
Explore Variations on the Framework
"Each of the three strategy consulting organizations
presented its findings to help the United States Postal Service find a path
toward profitability using a different framework."- Strategic
Storytelling, page 114
As mentioned above, every good story has a beginning,
middle, and an end; context, journey, and climax. The
Approach-Findings-Implications presentation framework allows you to effectively
tell your story in a presentation. It is not the only effective framework,
though.
The Situation-Complication-Resolution is a variation of
the framework, useful when trying to show how the current state will be
impacted unless action is taken. The impact may be positive or negative but
either way it will be significant. Either way, the business needs to prepare
for it. This type of presentation should show the business what the appropriate
preparation should include.
The Situation-Opportunity-Resolution is useful when the
business has an opportunity to potentially take advantage of if it is prepared
to do so. This form of presentation focusses on pros and cons, the projected
Return On Investment (ROI) of taking advantage of the opportunity. The business
should be able to make an informed decision about the opportunity under
discussion.
The Pilot-Results-Scale is another useful variation on
the strategic storytelling framework. You would use this version of
the framework when a decision to change the business has already been made and
now you are proposing an approach to implement the change and prove its
effectiveness. In this case the Pilot section describes the implementation of
the change ‘in the small’ (a subset of the change, a subset of those impacted,
a subset of expected outcomes). The value of a Pilot is to prove the value of a
change before fully committing to it. The decision to fully commit or not comes
from the results achieved during the Pilot. In your presentation it is
important to capture the metrics that should be captured in judging the Pilot,
as well as capturing what would constitute a success for each of the metrics.
Finally, your presentation needs to set the proposed scale of the Pilot. This
provides a boundary around what is in the Pilot and what is out. Think of how
much of the change is involved, who will interact with the change. Think also
of the justification for the Scale you are proposing. The Scale will ensure the
right things are being tested during the Pilot to make a Go/No Go decision on
completely implementing the change.
Gem #2
Engage your Audience with Intelligent, Authentic
Conversation
"In strategic storytelling, you simply need to allow
your knowledge and your authentic, confident belief in your ideas to flow into
your conversation."- Strategic Storytelling, page 241
‘Keep it real!’ Your story needs to be one that your
audience can relate to. Stick to factual data. Ensure your story flows
logically from beginning to end. Ensure your audience are unlikely to be totally
shocked by a part of your story that you thought would not be contentious at
all. Lead your audience through the presentation in such a way that they will
validate your credibility.
You want to shape your presentation I such a way that
there are controlled points where conversation with the audience is expected.
This keeps them engaged and increases the chance of getting buy-in. This is a
good way to demonstrate your understanding of the topic and your authority. You
will need to control the conversation so that it does not derail your
presentation or take the audience toward a different conclusion than the one
you are going to present.
Many of us are asked to create and/or deliver
presentations on a somewhat regular basis. This book provides a detailed set of
Dos and Don’ts to increase the impact of your presentations and help you get
the desired results every time.
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