Recast your audience into the story

Tell me, I’ll forget. Show me, I’ll remember. Involve me, I’ll understand.


IN 1997, I WAS THE finance manager of one of P&G’s West Coast manufacturing plants. Halfway through my assignment, my boss (the plant manager) moved to a new role, which meant I got a new boss. His name was Joe Lovato.

One day during his second month as the new plant manager, right before quitting time, Joe sent his leadership team a memo, with a note attached. The note read, “Tomorrow morning at our leadership team meeting, I’ll be telling you about a new pay and promotion policy I’ll be implementing for all the managers at this plant. But I wanted to give each of you a chance to think about ...

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