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"Don't Tell the Story of the Search, Tell the Story of the Solution

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A major flaw in the memo is that this message is not readily apparent. It’s buried near the end. We had to wait until the second-to-last paragraph to know the punch line. Aspiring journalists are told: “don’t bury the lede.” The lede (or “lead”) is the most important part of the story being told, which should be concisely stated up front. 

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The underlying flaw is typical: the writer is reporting his problem-solving process instead of explaining the recommendation and its rationale to the problem owner. The memo reads like an issue tree, not a recommendation for action. The writer starts by stating the problem, then covers the way he structured it, the analyses he performed and their results, without explaining how any of it supports the core message.

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This mistake is pervasive. Because we've spent so much time engaged in the problem-solving process, it becomes the de facto structure we use to articulate our solution. We may also be keen to demonstrate to the problem owner the hard work we've done and explain the difficult steps we went through to arrive at the solution we are presenting. It's tempting to tell the story of the search instead of telling the story of the solution.

This is, however, an ineffective approach to selling a solution. Decision-makers aren't like readers of crime novels, who enjoy identifying with the detective and his erratic thought process, and revel in waiting to find out whodunit. They don't want you to bury your core message in adventurous twists and turns. They aren't interested in hearing about the clever and challenging analyses you performed if this doesn't help sell your solution. They just want to hear your recommendation and be able to determine whether they agree with it and the reasoning behind it. They need a clear and compelling story that persuades them to buy what you're pitching."

Trechos retirados do Capítulo 10 do livro “Cracked It! How to solve big problems and sell solutions like top strategy consultants.”