When I interview people at a company to learn more about it during my discovery process I have a set piece of questions. If working in a category with which I’m unfamiliar I often create a new questions to level set me. Learning the language of the category is an important first step. Before I start questioning I tell the interviewee to please tell stories to make your point. It helps me better and more quickly understand. Stories provide texture, importance and ballast from the teller’s point of view. Data and information are just tracks to be trod over. Data and information are the CV of the business. Important and crucial stuff yes, but they don’t reveal “soul” the way stories do.
I never closed a deal during a brand strategy without stories. Never. If you have stories, when presenting to decision-makers, you are a brother/sister. People don’t have a hard time disagreeing with you if you have a story. They’ve more open and real in their objection…often sharing a contrary story.
I loves me some data in brand planning. But stories feed the brief. They give heart to the claim and proof planks.