The data or the story

I recently sat through what should have been a very interesting presentation. The proposition fascinating, the data extensive,  the qualifications of the presenter exemplarity. It is a pity, but a few minutes after it was over, none of the data was remembered.

All I can now recall is the scene setter the presenter used, the story he told which in his mind was just a warm up to the real stuff, the data that made the argument.

To me, the scene setter was the whole story, the data just a way to fill in a boring 25 minutes, and almost completely dispensable.

The lesson in this is that the social interaction we experience, or that are shared with us, are powerful conveyors of a message we recall, understand, and possibly act upon.

All the data in the world cannot do more than support the case, fill in the detail, and create quantitative foundations out of qualitative hypotheses. but it will always be the stories that stick in our memories.

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
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One Response to The data or the story

  1. Pingback: Don’t be boring!! | StrategyAudit

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