Leveraging Narratives in Strategy
If you’re a strategist, you’re no stranger to data. For decades—and now, in the Information Age, more than ever—strategists have had the benefit of access to reams of data to inform decisions: market share data, competitive data, and financial data, among other important metrics. But what about the “soft” data that are equally vital to formulating sound strategy, data that probe the uniquely emotional connection your customers have to your organization and market? Deeply held human opinions, beliefs, and attitudes: They almost inevitably have an impact on your success, but there’s never been an effective way for strategists to quantify them and make them useful.
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