How NOT to Present Insights to Decision Makers (And Keep Your Job)

Apr 23, 2014

Much written and verbal communication in today’s business world is ineffective. At worst, it’s actually detrimental to both the message and the messenger.

Bad style and writing are issues, but the main problem is the process fails to appreciate the purpose. The needs of the consumer, the decision makers, are not factored into the design and delivery of analysis and insight. Far too often the needs of the consumer are discounted with heaping doses of arrogance and disdain. You’ve heard the excuse: “Well, they didn’t read my report.”

To get through to leaders, for sound decisions to be made, and for intelligence practitioners to thrive, the approach to communicating intelligence has to change! In this presentation, we’ll look at intelligence communication from the point of view of a C-Suite Officer. Then we’ll review communication approaches and design principles that can work in today’s information overloaded workplace.

Learning objectives:

  1. Understand the Business Communication Challenge from The Boss’s Viewpoint
  2. Intelligence Communication “Design Principles”
  3. Tips for Success to “Get the Message Through”
  4. Examples of a OPM (One Page Memo) Method

Nat Brooks is Principal at Strategy Shapers LLC, where he brings 25 years of Fortune 500 finance, strategy and general management experience to the work of helping clients create world class market and competitive intelligence as well as develop winning business strategies. Most recently, Nat built Procter & Gamble’s corporate Competitive Intelligence organization, which today is an 850 member global community of practice responsible for competitive analysis, early warning, technology intelligence and strategic options development. Prior to 2005, Nat led competitive intelligence and strategy development for P&G’s $18 Billion paper business. His competitive analysis and cost benchmarking work enabled the turn-around of P&G’s diaper business after the stagnant decade of the 1990’s. Thanks to this turnaround, today Pampers is P&G’s largest global brand, with nearly $10 Billion in global revenue.