450: The Way to Influence Executives, with Nancy Duarte

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Jan 13, 2020

Nancy Duarte, a renowned communication expert and founder of Duarte, Inc., dives into the intricacies of influencing executives. She highlights the importance of concise and structured messaging tailored to executives’ preferences. Expect to be grilled during briefings and prepare recommendations that are skimmable. Duarte shares insights on how executives are evaluated, emphasizing money, market, and exposure. Learn to craft impactful narratives that enhance data retention and align your communication with corporate goals.

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ADVICE

Briefing Executives

Be brief when persuading executives, as they process information quickly.
Understand their preferred information format and seek a sponsor familiar with their communication style.

ANECDOTE

Read Aheads for Efficiency

Nancy Duarte and her team use "read aheads" (slide docs with dense, skimmable information) for approvals.
This allows for faster decision-making during meetings, focusing on questions instead of lengthy presentations.

ADVICE

Concise Presentations

Prepare concise 15-minute presentations for 30-minute executive briefings, leaving time for questions.
Recognize that executives' interruptions stem from their need for efficiency and focus.

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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.