The H in finance presentations

In advising a range of businesses, I’ve seen countless financial presentations. We all know the effort that goes into preparing these: so, it’s essential they have the intended impact. Here, I’d like to share some insights for crafting financial presentations that are truly impactful and relevant.

I often use the analogy of a doctor assessing the “health” of a business. Like finance professionals, doctors rely on tests, analysis, and expertise to prescribe solutions, whether to treat an illness, improve overall health, or deliver hard truths. Thinking like a doctor can help finance leaders sharpen their analysis and make their presentations more impactful.

Key elements for impactful financial presentations:

Analysis: the foundation for insightful, relevant advice

Just as a doctor’s diagnosis must be thorough, timely, and accurate, financial analysis needs to be comprehensive. When declaring a patient healthy, all tests must be completed.Similarly, in business, early identification of issues helps make them easier to solve.

This calls for “the discipline to confront the brutal facts of your current reality,” as Jim Collins puts it. Avoid glossing over truths—a Dutch proverb warns, “Gentle healers make stinking wounds.” This also applies to CFOs: we must tackle hard realities to improve. For instance, if your share price isn’t responding to your presentation, it may indicate shareholders don’t believe you’re addressing the core issues and are confronting the brutal reality.

Take revenue, for example. True growth is the foundation of business health. Increasing market share in a declining market isn’t growth—it’s falling behind. Too many presentations mislabel this as success. “Productive change begins with confronting brutal facts.” The same principle applies to metrics like gross margin and SGA costs. Celebrating cost cuts is hollow unless they strengthen profitability. And don’t forget that gross margin is a key indicator of true business health, reflecting the value a company creates for its customers.

A full business health check should go beyond the P/L to include cash flow and balance sheets, which are often underrepresented in financial presentations. Business health goes beyond EBITDA alone.

Finally, avoid averages that hide both issues and opportunities. “One foot in ice water and one in boiling water feels ‘on average’ good but isn’t comfortable”, illustrating how averages can hide real insights. Breaking down the average and drilling down at the product, customer, and store levels reveals the 80/20 in performance. Addressing underperformance drives outperformance, offering a truer picture of where to focus, which successes to replicate, and which areas may need to be exited.

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Focus on what matters, and nothing more

Financial presentations often feel like an endless series of slides and charts. Like a doctor presenting outcomes, finance should highlight the “so-what” of the data, not drown leaders in x-rays. Limit presentations to 20 slides, so each point has impact. Consider asking yourself: what do people truly need to know?

Combine numbers with visuals, since people absorb information differently. Some respond to charts, others to numbers. Keep the full analysis in appendices so those who want the details can review them without cluttering the main message. This approach enables people to form their own conclusions, fostering stronger buy-in.

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Build a compelling narrative, grounded in facts

As a communication expert once told me, “Change starts with a great story.” Crafting a clear narrative is essential, but it must be grounded in solid data. For critical updates like quarterly earnings and capital markets days, ask yourself if the story is credible enough to resonate with shareholders. If the stock price doesn’t reflect your narrative, it may indicate a lack of credibility. Ultimately, the truth always emerges, and as finance leaders, we carry a fiduciary duty to be candid.

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Know your audience and connect meaningfully

Having worked across cultures, companies, and sectors, I’ve learned that tailoring your message to your audience is key. Connecting people to their role in improving financial outcomes builds engagement. Everyone wants to work for a healthy and thriving company, so show them how they can contribute.

Also, different audiences need different presentations. While the message should remain consistent, the format must be tailored. Shareholder presentations differ from board updates or employee communications. And connecting with your audience requires openness and honesty.

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Take initiative and drive actions

Finance leaders often know what needs improvement, but analysis alone is not enough. Leading, or supporting,initiatives to improve business health makes you a true team contributor. Personally, I’ve always found it rewarding to work on customer projects, tech implementations, or initiatives that go beyond the finance role. This involvement enables us to create value beyond simply assessing it.

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By approaching financial analysis and presentations like a doctor, we can enhance business health, create true value, and achieve even more impactful outcomes.