Chapter SixStep 3: Resolution: What Can We Do About It?
Having isolated the main insights by asking ‘so what?’, it is time to ask the logical next question: ‘Then what?’ While the ‘so what?’ identifies why the finding is relevant to the audience, the ‘then what?’ identifies what they can do about it. In other words, the previous section outlined why the audience should care, and now we must present what they should do about it (Figure 6.1).
Figure 6.1 5-step financial communication framework – step 3.
Too often, finance professionals present relevant information and key points of attention without proposing a potential way forward. The audience is left with information about the current financial situation and potential main drivers but without guidance or advice on the decisions based on the input. Reflecting on the impact equation (Insights × Influence = Impact) presented earlier, by only providing insights you are neglecting the opportunity to influence decision-making by providing a clear recommendation. Moreover, you fail to create the intended impact.
In contrast, a skilled finance and data professional sees himself or herself as an equal business partner and takes responsibility for driving real business outcomes – not just providing an output. This entails having the courage to make decisions or recommend actions in the organization’s best interests. It also means understanding ...
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