Chapter FiveStep 2: Insights: What Are the Key Attention Points?
Having outlined the current financial situation in step 1, it is time to ask, ‘So what?’ to identify relevant insights for the audience (Figure 5.1). Asking ‘So what?’ means exploring why the target audience should care about what is being presented, i.e. the key attention points to be highlighted. Where the information about the current financial status presented in step 1 answers the question, ‘What’, the insights presented in step 2 are supposed to answer the question, ‘So what?’
Figure 5.1 5-step financial communication framework – step 2.
What is an Insight?
As described in Chapter 2, where the impact equation (impact = insights × influence) was introduced, insight was defined as a novel piece of information that enables executives to make better decisions. In other words, insight leads to an unexpected shift in the way we understand things, and as such insight is new information that challenges our existing understanding, causes us to re-examine our assumptions and potentially changes our perspective (Dykes, 2020).
Consequently, an insight is not just any piece of new information. The new information must be relevant to the audience’s decision-making process. They must use the information to improve their decision-making and make better, more informed decisions than they would have made without the insight. ...
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