Data makes every story stronger

Facts are lovely things. They are also essential for you as a communicator.

When you’re sitting in your first big interview with a business press reporter, she will ask for customer references, industry analyst data, sales and market figures, research. She won’t just take your word for it that you’re doing great. She requires proof.

We’ve lived in a culture of misinformation for a few years now. But we know better. You know that building a bond of trust with your critical audiences - customers, influencers and partners - requires a shared basis in fact.

Every ounce of energy you expend building a constellation of proof points to surround your company’s story will pay enormous dividends - in sales, in reputation, in longevity for your company. When you can prove that something you see is real, people pay attention.

What kinds of facts?

Customer stories that quantify change are the best: “Widget.co grew 45% the year after they started using our software”
Analyst reports: those Magic Quadrants give you gravitas
Industry data: A study that says “Ninety percent of millennials surveyed bank only on their phones” proves the trend you’re betting your business on
Reviews: What your customers say matters immensely more than what you say
Metrics: if performance benchmarks are your thing, have them done by third parties

When you have your gorgeous, brilliant constellation of information, you take the next step. Here’s Nancy Duarte, author of Data Story: “Transforming numbers into narrative will become part of every leader’s job.”

Don’t be frustrated when someone (your PR person, your speechwriter, a reporter) asks for more facts. Be delighted to work with them to ferret out all the amazing information you can find. Facts will only burnish your brilliant insights and strengthen your company’s insightful strategy. More facts = more power to persuade, to inspire, to lead!