Facts & figures do not drive human behavior. Humans are driven by the WHY question. If they cannot relate to the reason why you want them to do something, they will hold back.

The central challenge in finding a good story is to discover the common ground with your audience. The search for the WHY question is a search for the shared purpose. Without this knowledge it is difficult to undergo strategic and cultural transformation. You need to uncover your organization's tenacity.

Before you get started, it might make sense to find your personal WHY. You need that clarity about what drives you. Only then can you transport an authentic message to win people over. If you tell it the way you feel it, you light a spark in others.

Turn your audience into a true stakeholder. Speak to their imagination. Give them the spirit they need. Enable them to give their best.