How do you tell your customers and stakeholders about innovation?

1 Know your audience

Before you start communicating your innovation, you need to know who you are talking to and what they care about. Different audiences have different needs, expectations, and preferences when it comes to innovation. For example, your customers might be more interested in how your innovation will benefit them, while your stakeholders might be more concerned about the risks, costs, and returns of your innovation. Therefore, you need to tailor your message to suit your audience and address their pain points, goals, and motivations. You also need to use the language and tone that resonates with them and avoid jargon, acronyms, or technical terms that might confuse them.

2 Tell a story

One of the most effective ways to communicate your innovation is to tell a story that showcases your vision, your process, and your impact. Stories are powerful tools to capture attention, evoke emotions, and inspire action. They can also help you explain complex or abstract concepts in a simple and relatable way. To tell a compelling story about your innovation, you need to have a clear structure that includes a hook, a challenge, a solution, and a call to action. You also need to use vivid details, examples, and testimonials that illustrate your innovation and its benefits. Finally, you need to make your story relevant and meaningful to your audience by connecting it to their needs, values, and aspirations.

3 Show evidence

Another important aspect of communicating your innovation is to show evidence that supports your claims and demonstrates your credibility. Evidence can come in various forms, such as data, facts, statistics, research, testimonials, case studies, awards, or endorsements. You can use evidence to back up your story, validate your solution, and address potential objections or questions from your audience. However, you need to be careful not to overwhelm your audience with too much or too complex information. You need to select the most relevant and convincing evidence that matches your audience's level of knowledge and interest. You also need to present your evidence in a clear and visual way, such as graphs, charts, infographics, or videos.