At a public meeting, a director was asked to quantify the impact of the change that was being discussed. While he gave a correct answer, he failed to frame it in a way that did anything to support the proposal. He gave a factual number rather than using the data to tell a story. When I shared my dismay about this to a friend, I was dismissed with the reply that the director is not a professional speaker. That may be correct as well, but in this situation, he needed to be.
At some point, almost everyone is called upon to communicate some aspect of data: budgets, sales, participation, attendance, fundraising results, survey responses, etc. People who want to be effective need to learn how to share raw numbers within a context in a way that makes them meaningful. Truly, the ability to use numbers to tell a story is a key leadership skill.
In their book, Making Numbers Count, Chip Heath and Karla Starr make the case that “numbers aren’t the natural language for humans” and recommend translating them into “human terms.” The authors suggest rounding numbers and anchoring them with concrete and familiar concepts. Their example: instead of saying “A very small percentage of Fortune 500 CEOs are women,” they suggest saying “Among Fortune 500 CEOs, there are more men named James than there are women.” Now that tells a story!
The ability to intentionally frame your numbers in relatable terms complements your words and creates a powerful communication tool. Consider which has more impact: saying you have written 3,576 dots, or saying that you have written a dot every day for almost 10 years? Put some context on your data instead of presenting it naked.
