Such insightful, humble and often humorous honesty really resonated with everyone who attended the workshop. Being the ‘baby’ of the group I was surrounded by representatives from BrandsEye, Africa Academy, Mirum, Media 24, Pick n Pay, Woolworths and multiple others – all showcasing insight that can only be gained through years of working in their respective fields. After a quick introduction we were taken through, in one and half hour slots, different aspects of presenting data which are crucial in maintaining and grabbing the attention of your respective audience. Context of presenting data was emphasized throughout the workshop as the meaning and relevance of one’s presentation depends on it.
Don showed us as a group why we should care about data. Data dictates individuals’ and organisations’ decision making ability. Data’s interpretation can change according the objectives of the task – using one’s 'victory condition framework'. Such a framework allows you as the presenter to understand your audience, communicate your objectives whilst giving them a reason to care, believe, know and most importantly do. Gaining an understanding of this framework can help one understand how to optimize your audience, galvanising the opportunity to educate, inform and inspire them along the way.
“Showing is not explaining.” – Pat Hanrahan, co-founder and chief scientist of Tableau.
We were taught how one needs to find how to make the data resonate with the audience and spark interpretations and discussions.
“Storytelling is the most powerful way to put ideas into the world today.” – Robert McKee, the most sought-after screenwriting lecturer worldwide.
Don Packett truly showed us how one should look to tell stories when presenting to clients, humanise and personalise an approach which inevitably gives the audience a reason to care.
“Combining the language of the eye with language of the mind.” – David McCandless, London-based author, writer and designer.
Don told us the importance of avoiding researcher bias utilising scientific rigour, reliable sources and that storytelling is the oldest form of education. We were shown the various ways in which one can avoid the dreaded ‘death by PowerPoint’ and how to utilise various components such as text, messages, presenting styles and audience approaches.
