Speak in Numbers. Build the Story.

Often passionate leaders and visionaries resist expressing their vision in quantitative benefits.  Although the story narrative around customer benefits is very important and can lead to the kind of sticky, emotional connection that everyone strives for, if you can also quantify the benefit in terms of dollars saved or earned, time saved, injuries or deaths prevented, or other outcome improvements, the message is much stronger and more credible.  I recently heard Norman Winarsky, author of If You Want to Change the World, express it well when he said “the more you can quantify the benefits, the more customers will understand.”  Numbers don’t stand on their own, typically, but they are a strong pillar on which to build the story.