Loud Thinking

Tell a Good Story When Presenting a Business Case

Even with a thoroughly prepared business case, you’ll only earn support for your project with a memorable, winning delivery. Don’t be tempted to let facts and figures do the persuading for you – craft an emotional story. It can be as simple as outlining the need, impact, and solution; you just need to present what’s at stake through a clear arc. Grab your audience’s attention by immediately identifying the business need you are trying to address. Next, weave an emotional appeal or human connection into your narrative – maybe by showing the effects of a proposed customer management system with testimonials from real customers, or describing how the data-sharing project you want to expand helped employees stay connected during a major outage. Avoid relying on slides too much. And always have an elevator pitch ready.

Adapted from “ The Right Way to Present Your Business Case” by Carolyn O’Hara.