How do you communicate and share your customer experiment findings and insights?

Assuming that knowing your audience is enough might be the biggest mistake. While understanding your audience's preferences is crucial, it often leads to overgeneralization and complacency. Tailoring communication requires constant engagement and adaptation. As Steve Jobs famously said, "People don't know what they want until you show it to them." Continuously gather feedback and refine your messaging to stay relevant and impactful.

Take time to understand your clients and target market. Figure out their behaviour, culture and pain points. This gives you a better guideline on how you can craft your brand message and promise. In marketing, there's no one size fits approach. Get to know what value you deliver to your clients as this gives you a niche.

The presentation format is vital, not just to deliver the message and knowledge, but to ensure relevance – the worst experience I had was a presentation on inclusivity which was festooned with colour graphs, and the presentation was an audience of colour blind men. Making sure that the presentation, both in detail and the means of delivering are relevant is the key.

Choosing the right format can sometimes mean breaking traditional norms. Reports and presentations are the go-to formats, but they can be boring and ineffective if overused. Consider unconventional formats like interactive workshops or immersive experiences. Elon Musk once stated, "Some people don't like change, but you need to embrace change if the alternative is disaster." Experiment with new formats to keep your audience engaged and receptive.

Keep your language simple and meaningful. Put yourself in the shoes of a layman audience while making your presentation. Use words that convey impact, progress and transformation.

Unless your chart or graph is *really* simple, don't reveal it all at once. Reveal each element as you get to that point in the story of the data. Consider animating it (a simple wipe is usually sufficient) if that helps show the trend more clearly, or makes the point more impactful. Use "dim after animation" to reduce the contrast of the previous elements and keep the focus on bit of the chart or graph that you're talking about at that moment.

Graphical imagery compliments your presentation and helps break the monotony of words that people hardly pay attention to. The graphical presentation should not look busy and crowded as it loses meaning.

I have always tried to put myself in our clients' shoes so that I can use the right phrases to get their attention and find out where they disagree. I then turn to the team and share what I have found out with real situations, even using simple examples of the problem and proposing simple answers to solve it.

Don't forget the human element in your data-driven insights. In the rush to present metrics and analytics, the human stories behind the data often get overlooked. Personal anecdotes and real-life examples can make your findings more relatable and memorable. As Richard Branson suggests, "Business is all about creating a better life for people." Incorporate the human touch to make your insights not just informative but also transformative.

Find ways to create suspense. Ramp up the tension, amplify the pain, or the uncertainty, and then resolve it with your findings and the results.