We are swimming in data. Every quarter, I see executives walk into boardrooms armed with decks so dense with analytics that they need a magnifying glass to be read. They believe that data is influence
We are swimming in data. Every quarter, I see executives walk into boardrooms armed with decks so dense with analytics that they need a magnifying glass to be read. They believe that data is influence. They are wrong. Data is evidence; emotion is the engine. The fatal flaw in modern leadership is assuming the spreadsheet speaks for itself.
The 'So What?' Test
Steve Jobs never just gave a number. He gave a feeling. When he introduced the iPod, he didn't say '5GB of storage.' He said, '1,000 songs in your pocket.' That is the difference between data and soul. Before you put a chart on a slide, compare it to the human reality. Don't say 'customer churn is down 2%.' Say, 'We kept 5,000 families from leaving us this month.' Contextualize the metric until it bleeds.
The Holy S*** Moment
Every great presentation has an emotional peak—a moment so shocking or inspiring that the audience physically reacts. Neuroscientists call this an 'emotionally competent stimulus.' I call it the 'Holy S*** moment.' Bill Gates released mosquitoes on a stage to talk about malaria. You don't need insects, but you need drama. Reveal a competitor's product that is beating yours. Play a recording of a furious customer. Wake them up.
Ethos, Pathos, Logos
Aristotle figured this out 2,000 years ago. You need Logos (logic/data), but you also need Ethos (credibility) and Pathos (emotion). Most C-suite decks are 99% Logos. That is an imbalance that leads to inaction. If you want to move a boardroom, aim for the heart, not just the head.
Stop hiding behind the numbers. Give your data a soul, and watch your influence soar.
