Dump the Data and Tell Me a Story

How many times have you sat through a presentation with lots of data in it? Did it ignite your passion and make you want to spring into action? If you’re like most people, the answer is no.

There is a LOT of data showing that data rarely convinces anyone to do anything. But that also means we can’t use that research to convince you that including more data in your next presentation is a bad idea (oh the irony). What’s needed is a story to illustrate the facts.

Enter a Netflix movie called Wedding Season. In it, a career-minded woman named Asha is asked to pitch an important idea to a powerful group of investors. At the beginning of the movie she fails to convince her audience because she relies too much on her data.

In an opening scene, Asha explains to the investors: "Your investment is key to establish our Southeast Asia loan initiative. We know that micro loans aren't a cure for poverty. It's one piece of the puzzle. So, why Asia? Why now? Because we have 140 million borrowers and there are 80% women, 65% rural. Our annual growth is 12% with a projected portfolio yield..." 

But one of the investors interrupts: "Asha, sorry to cut you off. We believe in your fund's potential, but we're not seeing your vision. Can you tell us more?"

Asha stutters. She knows is that her data is sound, but she hasn’t given any thought to her argument beyond that. She knows her ideas will change lives and make money, but she doesn't know how to explain it in any other way.

Flash forward to the end of the movie – after Asha has learned what really moves people to action.

So this time Asha begins with a story: "When I was three years old, I shocked my parents by calculating a 12% tip on a pizza delivery. Numbers have never failed me. But today I am not here to talk about numbers. I'm here to talk about her." She shows a slide of an elderly Indian woman named Chinda.

"When we gave Chinda a loan to open her tailor shop, we gave her a new life. We also gave her the ability to become the first in her family to attend high school. Like Chinda, my grandfather, my dada-ji, also received a loan. When floods destroyed his crops in a small town in India called Mirzapur, he moved to Mumbai and borrowed 1000 rupees to buy this boat." She clicks to a slide of boat.

"With the money he made fishing he was able to send my father to Ohio State to study economics. (Pause) I am standing in this room because of this boat.  And because of the sacrifices that my parents made to make sure their children had a better life. Our story is a reminder that these loans are not just a chance to change a woman's life but the change the future of her entire family's future across continents for generations to come." 

The investors in the room are speechless. Some have tears in their eyes. Others have smiles on their faces. After a long pause they stand up and one of them says "We'll be in touch to discuss your financial needs."

And even though this is a movie, the underlying lesson it tells is vitally important for any real-world presentation: stories are always better than data alone!

Asha’s first presentation didn’t fail because she didn’t include enough statistics or that her data wasn’t displayed attractively on her slide. She failed to convince her audience because statistics alone never move anyone to action.

Of course you also need to dig into your data and collect your research – but before you spend hours filling your slides with bullet points, a much better use of your time is to first find ways to create STORIES from your data.

Your research can make the world a better place – but only if you communicate it in a way that works.

If you want a little help doing this quickly and easily: Chapter 4 in Real-World Presentations: How to Strengthen Your Story and Make It Stick will show you how to translate your data into compelling stories. And we are always here to help as well. Contact us if you’d like to learn more.