Too many research reports are a jumble of charts, arrows, and statements that simply play back what’s on the graphic (or worse, just regurgitate a chart’s methodology). For senior executives, that translates into a confusing (and at best, boring) jumble of information – pointing in all kinds of directions without really telling them anything.
If you have research responsibility, apply this maxim for great strategic thinking from Gary Singer, a wonderful strategist and the Chief Strategy Officer at Interbrand. His comment to me was:
- Good researchers go to the edge of the data and step back – to be cautious & statistically sound.
- Good consultants go to the edge of the data and stop – to be sure they’re on solid footing & that the client will buy off.
- Great strategic thinkers go to the edge of the data, formulate a sound next set of assumptions that the audience can comment on & agree to, and then keep going to expand understanding & get to revealing insights.
It’s a simple statement and hard to do, but done successfully, it promises incredible business results. Use it as your new strategic hurdle to clear!
