CG: Global Get Smart Series

Storytelling
You wouldn’t take a road trip without a map or a car…

Why is the client doing this project?

▪ Go beyond the proposal
▪ They want someone to provide a good answer when they ask, “So What?”
Getting started on a response
▪ Figure out the client’s most important question
▪ Develop a hypothesis (one or more) about the answer to this question
▪ Start refining the answer and keep refining the answer
Build a map/outline
▪ Outline before you dive into PPT production
▪ Organize information into key ideas / themes
▪ Ask yourself: How do these ideas / themes relate to the client’s most important question?
▪ Create an outline that includes Client question(s), then Answers, then Reasons for your
answers, then Data / insights for your reasons, then restate your Answers to reinforce the
point

Make your presentation interesting by including the following

▪ Headlines: Say something interesting that conveys 1-2 important messages
▪ If your audience only read the headlines, it should have a clear idea of the entire story
▪ As an exercise, take all your headlines and read them in order on their own. Does it
make for an interesting story? If not, brainstorm again
▪ Don’t say “Market Overview” or “Distribution Analysis” or other similar boring phrases
▪ Content: The information that explains the part of the story told by the headline
▪ Get creative: use callouts, intra-slide dialog, show comparisons and patterns, etc.
▪ The Kicker Box: A one sentence answer to someone asking “so what?” about the headline
and the content
▪ Divider slides: Use these to transition between topics or set up your conclusion BEFORE
delving into the analysis

Keys to success
▪ Find out what the client really wants to know
▪ Don’t worry about including every single data point
▪ Always keep the big picture in mind and in the story
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© 2018 Euromonitor International. Document intended only for internal use.