Strategic Storytelling

1. Master the Situation-Complication-Resolution (SCR) framework for persuasive storytelling

The situation-complication-resolution (SCR) storytelling framework requires only that each of the three components exist in the narrative.

Storytelling structure: The SCR framework is a powerful tool for creating persuasive business presentations. It mirrors the three-act structure of dramatic storytelling:

• Situation: Establish the current context and relevant history
• Complication: Introduce challenges or opportunities that disrupt the status quo
• Resolution: Propose solutions or recommendations to address the complication

Emotional journey: The SCR framework guides the audience through an emotional arc:

• Situation: Neutral or slightly positive
• Complication: Builds tension (negative or positive)
• Resolution: Releases tension and ends on a positive note

Flexibility: The framework can be adapted to various contexts:

• Situation-Opportunity-Resolution (SOR) for highlighting positive potential
• Approach-Findings-Implications for informative presentations
• Pilot-Results-Scale (PRS) for project updates and scaling proposals

2. Craft compelling slide titles and content to guide your narrative

Each slide title, like the title of the presentation, should reflect a "so-what" rather than a "what."

Impactful titles: Craft slide titles that convey the key message or insight, not just a description of the content. This approach:

• Guides the audience's focus
• Reinforces the overall narrative
• Allows for quick comprehension of main points

Content hierarchy: Structure slide content to support the title:

• Use the body of the slide to unambiguously prove the title
• Apply the "so-what" principle to subsections and bullet points
• Ensure all elements on the slide contribute to the main message

Flow and transitions: Create a logical progression from slide to slide:

• Use questions raised by one slide to lead into the next
• Consider using ellipses (...) to connect related slide titles
• Maintain a consistent narrative thread throughout the presentation

3. Utilize data-driven design principles for impactful visual presentations

To prove "unprecedented losses" as shown in slide #2 (Figure 17-1), McKinsey appropriately included a chart with ten-years of financial history plus the expected loss in the current year.

Choose appropriate visuals: Select the right type of visual representation based on your data and message:

• Graphs: For trends, comparisons, and correlations
• Tables: For precise values and mixed content
• Images: To evoke emotions or illustrate complex concepts
• Diagrams: To show processes, relationships, or hierarchies

Design for clarity: Apply these principles to enhance comprehension:

• Maximize contrast between text and background
• Use large, standard fonts (minimum 24pt for body, 36pt for titles)
• Remove unnecessary elements from graphs and tables
• Apply consistent formatting throughout the presentation

Highlight key information: Draw attention to the most important data points:

• Use color, size, or position to emphasize critical elements
• Add annotations to explain inflection points or outliers
• Consider using waterfall charts to show cumulative effects

4. Leverage graphs effectively to convey trends, compositions, and correlations

Use column charts for trend data with up to ten values

Graph selection guide:

• Trends (up to 10 data points): Column charts
• Trends (more than 10 data points): Line charts or scatter plots
• Composition (up to 5 categories): Pie charts
• Composition (more than 5 categories): Bar charts or treemaps
• Correlation: Scatter plots with trend lines

Best practices:

• Start y-axes at zero to avoid distortion
• Use consistent colors and styles for similar data types
• Label axes clearly and include units of measure
• Avoid 3D charts and unnecessary embellishments

Advanced techniques:

• Stacked column charts: Show overall trends and component breakdowns
• Waterfall charts: Illustrate cumulative effects of changes
• Distribution charts: Display frequency of occurrences in defined ranges

5. Apply strategic storytelling techniques across various presentation frameworks

The approach-findings-implications framework approach to persuasive business storytelling.

Framework adaptability: Tailor your storytelling approach to different presentation contexts:

1. Situation-Complication-Resolution (SCR):

   • Best for persuasive presentations
   • Builds tension before offering solutions

2. Approach-Findings-Implications:

   • Ideal for informative presentations
   • Focuses on methodology and results

3. Situation-Opportunity-Resolution (SOR):

   • Emphasizes positive potential
   • Useful when audience is aware of challenges

4. Pilot-Results-Scale (PRS):

   • Perfect for project updates and scaling proposals
   • Demonstrates value before requesting resources

Key principles across frameworks:

• Start with a clear objective or problem statement
• Present information in a logical, narrative flow
• End with actionable recommendations or next steps

6. Design slides with intention: simplicity, clarity, and audience focus

Use slides only when they accelerate decision-making

Slide purpose: Every slide should serve a specific function in your narrative:

• Introduce key concepts
• Present supporting evidence
• Illustrate complex ideas
• Guide decision-making

Design principles:

• Minimize text: Use bullet points, short phrases, or key statistics
• One main idea per slide: Focus audience attention
• White space: Allow for visual breathing room
• Consistent formatting: Create a professional, cohesive look

Audience consideration:

• Technical level: Match complexity to audience expertise
• Time constraints: Design for quick comprehension
• Decision-making needs: Prioritize information that drives action

7. Tailor your presentation approach to different audience sizes and contexts

The larger the audience, the simpler the slides

Audience size spectrum:

• One-on-one: Detailed, data-heavy slides acceptable
• Small groups (5-15): Balanced approach with moderate detail
• Large audiences: Simple, visually striking slides with minimal text

Context considerations:

• Formal presentations: Polished, professional design
• Collaborative sessions: Interactive elements, space for notes
• Executive briefings: Focus on high-level insights and recommendations

Adaptability:

• Prepare multiple versions of key slides for different audiences
• Use layered information: Core message visible, details available on demand
• Practice delivering content with varying levels of detail

8. Integrate powerful quotes and annotations to reinforce key messages

Use real quotes that you obtained directly

Effective quote usage:

• Credibility: Choose quotes from respected sources or direct stakeholders
• Relevance: Ensure quotes directly support your main points
• Impact: Select concise, memorable statements

Annotation best practices:

• Clarity: Explain critical data points or trends
• Context: Provide background information for complex concepts
• Guidance: Use numbered annotations to direct audience attention

Ethical considerations:

• Accuracy: Represent quotes and data faithfully
• Balance: Present multiple perspectives when appropriate
• Transparency: Cite sources and disclose any limitations

9. Optimize table design for precise data representation and mixed content

Rely on tables when the audience needs exact values

Table usage guidelines:

• Precise values: When exact numbers are crucial
• Mixed content: Combining text, data, and images
• Detailed comparisons: Showing multiple attributes across categories

Design for readability:

• Alignment: Left-align text, right-align numbers, center images
• Spacing: Group related information with consistent row/column spacing
• Formatting: Use minimal gridlines and consistent number formatting

Information hierarchy:

• Prioritize: Order information from top-to-bottom and left-to-right
• Highlight: Use color or bold text to emphasize key data points
• Summarize: Include totals or averages where appropriate

Last updated: August 7, 2024