What’s more important, the absolute facts and figures or the story?
As I have written many times before on this blog (read e.g. the posts mentioned at the bottom of this article,) I am not a big fan of presenting naked numbers to an non-expert audience. IMHO, most numbers, spreadsheets and charts are meaningless without a value context or without a good story.
The title of this week’s post is inspired by the title of Seth Godin’s 2005 bestseller “All marketers are liars.” In this book the author illustrates the power of marketing an authentic story:
