Numbers and words

Picture this: You're gearing up for an executive presentation. The stakes are high — the fate of your new product or the acceptance of your customer proposal hangs in the balance. Of course, you’re armed with heaps of relevant data. But when should you rely on the hard facts and figures, and when do you call upon the power of storytelling to convey the message?

Well, there’s no single answer but, when you combine the analytical power of numbers with the emotional resonance of words, you'll create presentations that not only inform, but also inspire and leave a lasting impact.

When to prefer numbers?

• When you need to provide clear-cut insights or concrete evidence or measurable results.
• When your audience requires hard facts to make informed decisions about e.g. market sizing, RoI forecasts, product pricing, or test results.
• When you want them to compare different options, quantitative data offer a fair and unbiased way to present and weigh the pros and cons of each.
• When you want to demonstrate cause-effect relationships, numbers can illustrate the impact of certain decisions or the effectiveness of specific actions.

When to use words?

• When you want to connect with your audience, communicate messages effectively, make your presentation memorable, and inspire action, storytelling is a powerful and timeless practice.
• When you need to create understanding beyond rational thought, the story behind the numbers holds the key to humanizing data, fostering support, and unlocking deeper insights.
• Anecdotes, problem-solution stories, or firsthand experiences will help you grab attention, spark interest, and better convey your message or value proposition.

In conclusion, numbers and words are not adversaries but allies in the quest for effective communication. By understanding when to leverage quantitative data for clarity and precision and how to embrace engaging narratives for depth and connection, you can create impactful presentations that resonate even with the most demanding audience

(I wrote this article with a little —but not too much— help from ChatGPT and Microsoft Copilot. It was originally published on my Business Storytelling blog on 27 February 2024)