Present Beyond Measure

2Be Your Audience

“Make it about them, not about you.”

—Simon Sinek

“Lea, these numbers are…interesting…but what I really wanted to know was why our test ad creative didn't outperform the control as we'd hoped. Why isn't that in here?”

I stared at my client for a moment, a well of frustration bubbling up inside of me. I was presenting my insights during a high-profile campaign readout that included my client, boss, and teammates. My first thought was, where is the nearest open window? Watching helplessly as he publicly poked holes in my work was so embarrassing!

But the more frustrating aspect of that moment was that I'd presented exactly what he'd asked me for before the meeting. I simply didn't understand his confusion. I gave him what he wanted yet still missed the mark.

When I share this story with data practitioners, it usually strikes a deep chord. I call this the dreaded “stakeholder switcheroo.” Stakeholders often seem to tell us one thing they want and then later say they wanted something else. They also often make vague requests for “campaign updates,” “the latest,” or, my personal favorite, “give me all the numbers.” This may be hard to believe, but they're likely not intentionally trying to grind your gears; rather, it's more likely that what they are receiving doesn't meet their needs, and they don't know how else to ask.

The Most Important Person in the Conference Room Is…Not You

The general goal of presenting data in a corporate setting is to make decisions ...