I think that one of the most common mistakes made when delivering a product or deliverable is how easy it is to get so wrapped up in the correctness of the content and meeting the letter of the requirement, that we forget to make things interesting. We forget to take a little bit of time to make our content compelling. As a management consultancy organization, this is a rule that we break all the time. When you break it, you run the risk of not giving your client all the value that they could have had. Now some people will say, “Well you’re just getting paid to provide the answer.” While I think that’s a hundred percent correct, there’s more to it than that.
A lot of times you’re called in to deal with a complex question or an organization is trying to achieve a particular goal. They ask you to come in and look at things so you evaluate a lot of different factors to come up with a result. In theory, it shouldn’t have to be compelling it should just have to be right. Unfortunately, that is not how the world works. It doesn’t just have to be the right idea. In a lot of cases, particularly in very large organizations, it has to win in the marketplace of ideas because a lot of times you’re not the only group that’s working on the problem. Now you may be the only group working on the problem from any particular angle but large organizations pain points oftentimes get addressed not just by one group, but multiple groups. Multiple groups will recognize the pain points and they’re all attempting solutions to address it from their particular angle. Oftentimes with the assumption that if they’re the ones that address it, they’ll be able to avoid a certain amount of organizational pain. This by virtue of being able to have crafted the solution. So I think it’s really important to look at things and go, “I need this to not only give the right answers, but I need it to be something that people will read the entire report through.”
You need to put things into the reports that will make it interesting to people that are notonly cutting fat, cut and dry, just the facts man type of people, but also to people that need to be pulled through a document. Those people need some visual cues. Maybe they need some facts and statistics that make it more relevant to them. Things that make it personal. In order to do this you need to know enough about whose going to being reading or seeing your report or presentation to make it compelling to them. Those are questions that need to get answered just as much as whatever the evaluation, assessment or particular problem is that you’re trying to address. One of the things we’ve done more and more is utilize things like info graphics. I’ve included an example here.
This info graphic was developed to help us with a report we’ve been working on with a bunch of schools to address school safety issues. This was meant to spur action. There’s a lot of data that gets collected through the ExAM for schools process and we want people to go through and really take a hard look at those things. So we set up this info graphic with that goal in mind. Obviously we’ve got other things that we do throughout a full report but it’s meant to drive people to work through it by setting up the idea that it’s very important that they do so.
I’m actually very interested in feedback on the info graphic itself as well as the idea that you need to cater to people that might not go through an entire report that you deliver just because it’s not interesting. I know that a lot of people come from sort of the old school belief that people should do it because they believe it’s the right thing to do, it’s their job, etc. but that isn’t the case across the board. While those people are going to do it whether I make it interesting or not, it’s also really important you make the people that might otherwise only be casually interested to make it through it as well. So if it was important enough for someone to engage you to do something, then it’s probably worth it on your side to make it as compelling as possible.