Information is to be collected; insight is to be connected. That’s why effective storytelling is so essential for market researchers seeking deep, meaningful resonance from their data findings.
If numbers numb us, stories stir us. They translate information into emotion. Stories are patterns with meaning that the brain is naturally hard-wired to respond to, whether we are aware of it or not.
An expert on storytelling will draw from his many books, articles, presentations and consulting work to impart several tips to help make your presentations and communications more effective and memorable. In short, he will help you find your golden thread: it may be the journey to and from your central insight; or an argument or angle you are sustaining – but it will ensure there is something for the brain to hold onto, rather than just ‘one chart after another’.
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