The_Essential_Manager_s_Handbook

332 / PLANNING TO PRESENT

MESSAGING

Tell them you are

going to tell

them, tell them,

and then tell

them you have

told them. This

simple structure

works well,

provided the

messages are

clear and backed

up with proof.

STORIES AND

CASE STUDIES

Present your idea

or argument

through a good

narrative. People

love hearing

stories, making

this a compelling

and forceful

presentation

method. Keep

your story simple

and explain

the “moral.”

Apple was

rated the top

brand for

telling the

most compelling

story to its

customers

US_332-333_Selecting_a_framework_2.indd 332 30/05/16 3:05 pm