What's Different About Persuading Executives?

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There is a difference, especially in a professional capacity, of who we're talking to. And and specifically with executives, there are things that are different that we would do then if we were talking to a peer or a manager,. What's different about persuading executives? You know, i think executives got into the position that they are in because they're pretty bright. They work really, really quickly and are pretty bright. So what you have to do is be brief, maybe even get a sponsor who has communicated to this executive for so you can understand how they process information.

Nancy Duarte: DataStory Nancy Duarte is a communication expert who has been featured in Fortune, Time Magazine, Forbes, Fast Company, Wall Street Journal, New York Times, and many others. Her firm, Duarte, Inc., is the global leader behind some of the most influential visual messages in business and culture. Nancy has written many best-selling books, including Slide:ology*, Resonate*, and Illuminate*. She is the author of the new book DataStory: Explain Data and Inspire Action Through Story*. In this conversation, Nancy and I discuss the realities of executive life, how executives are measured, and why you should expect to be grilled when briefing them. With intentional preparation, you’ll be prepared to more successfully influence executives both inside the organization — and with your customers. Key Points “The higher their level of authority, the more structured and brief your approach should be.” -Nancy Duarte Time is an essential asset for executives. Appreciating how much they work to maximize efficiency can help you align better with their world. Craft a recommendation that’s brief and easily skimmable. Leave time for questions and expect to be grilled. Executives are measured on money (revenue/profit and costs), market (market share and time to market), and exposure (retention and risk). Know how executives plan to consume information. Tailor your message and medium to align with these preferences. Resources Mentioned DataStory: Explain Data and Inspire Action Through Story* by Nancy Duarte Duarte DataStory Book Notes Download my highlights from DataStory in PDF format (free membership required). Related Episodes Success on Presentation Day, with David Sparks (episode 159) Ignite Change Through Storytelling, with Nancy Duarte and Patti Sanchez (episode 268) Executive Presence with Your Elevator Speech, with Tom Henschel (episode 316) Get Your Emails Read (Dave’s Journal) Discover More Activate your free membership for full access to the entire library of interviews since 2011, searchable by topic.