As histórias comem os factos ao pequeno-almoço

"even in business meetings, numbers don’t ever speak for themselves.
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To influence human decision making, you have to get to the place where decisions are really made — in the unconscious mind, where emotions rule, and data is mostly absent. Yes, even the most savvy executives begin to make choices this way. They get an intent, or a desire, or a want in their unconscious minds, then decide to pursue it and act on that decision. Only after that do they become consciously aware of what they’ve decided and start to justify it with rational argument.
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He began with an alluring description of the future state — improved margins, a cooler, higher-tech product line, and excited customers — then asked his audience to move forward with him to reach that goal. It was a quest story, and it worked.
Good stories — with a few key facts woven in — are what attach emotions to your argument, prompt people into unconscious decision making, and ultimately move them to action."

Recordar Kotter e o:

• See
• Feel
• Act

Trechos retirados de "Decisions Don’t Start with Data"