"Facts are a dime a dozen. Insights are rare and valuable commodities."
-- Charlie Cook, Marketing For Success
Disclaimer -- the link above is not to anything that I run. Charlie and I have the same name, but we aren't affiliated in any way. We've never had a fireside chat with each other. I receive no compensation or any other benefit from referring to him or his stuff. Charlie's focus is on helping entrepreneurs and small businesses market themselves successfully. I refer you to him because his stuff is useful. The same is true for all of the references I've made in this and other posts on this blog. I contend that these points are also useful for people in career transitions.
I've observed that in sales, in presenting ideas, and in presenting ourselves, we sometimes try to convince others by helping them understand our logic; we begin the discussion with the Facts. In Journalism, this is called "burying the lead". What might happen if we we started with our Insights, instead of burying the lead? Not only would it be a more compelling presentation, it would be different. It would help us stand out from the crowd.
We start by sharing a golden nugget - our brilliant point. Then we work to expand that point until the other person has the "Aha!" moment we were shooting for, and then we condense that moment back down to a golden nugget.
Here's an interesting online article I found about burying the lead. I also recommend the book "Made To Stick" by Chip and Dan Heath (also mentioned in the afore-mentioned article).
Here's a product-centered example. I hold in my hand a Ticonderoga tri-write HB #2-lead pencil. This pencil has different features, and perhaps the most distinctive is its triangular shape. Someone asks me, "Charlie, why do you like that pencil?" and I say "Because it's shaped like a triangle!" Probably not the most compelling answer. That's because it's shape is a fact, not an insight. To get from FACT to INSIGHT, we must ask "Why?" several times (Why x 3).
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What's really cool about that pencil?
This pencil has a triangular shape.
Why does that matter?
Well, the shape makes it easier to hold - it's ergonomic.
So what?
The older I get, the harder it is to hold a pencil for an extended period of time. This is more comfortable, and it doesn't hurt my hand as much. Also, when I set it down on the table, it doesn't roll around like those round pencils do.
So who would care about that?
It seems to me that older folks and small children - those who may have more difficulty holding a pencil either due to arthritis or small hands, might truly benefit from this shape. It helps them hold onto the darn thing. And I'm guessing kids probably aren't troubled by having their pencil roll off of their desk or table, but I know that the older I get, the less happy I am about those things. If I need a pencil, this is probably what I'm going to choose. Maybe that makes sense for you too.
OK, now we're getting somewhere. Now that I have a idea about the insight (why the fact matters), I can use the Insight to start a conversation, not the fact. It might sound something like this:
"Charlie, why do you like that pencil?" And I might respond, "Well for one thing, this distinctive shape keeps it on my table - it's not prone to rolling around! Also, I find that it's more comfortable in my hand, especially when I'm using it to write for a prolonged period of time. I've also noticed that children sometimes have difficulty holding their pencils properly, and I find this is easier for my kids to hold onto."
Which answer do you think was more compelling?
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OK, that was a corny example. Let's try another. How about from your resume'. Take a look at the bullet points you've listed to describe your past experience. A common format is to list these things as "accomplishments". As a hiring manager, I interpret accomplishments as Results. Often what people list as results are simply tasks. Equally as often these are stated as things that you were required to do for the job.
Unless I'm looking for someone to perform a specific task (like mowing my lawn), I really don't care about the Fact that you performed tasks required for the job. Yes, basic competencies are required - I need to know that you own the "how" of your job. But those things are simply your ticket to get into the game. If you want to play, I need to know you're a player, and that you can deliver results. I can get anyone to just mow my lawn. But what I WANT is someone who's going to treat my lawn as if it were their own lawn, and leave me with a "customer delight" experience. Tell me about THAT!
So, lets use the same formula. Start by listing the facts, uncover the insights, and then re-frame the bullet so that it truly describes an accomplishment. For example...
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What did you do?
I designed, created, and implemented a reporting system.
Why does that matter?
Well, the reporting system had never existed before. Every now and then there would be an unpleasant surprise and then a frantic 2-day activity would commence to pull together the data and try to explain what had happened.
So what?
A couple of things. First, the old way usually resulted in a witch hunt. The group really focused on blame-throwing. And if you're trying to explain something afterwards, you don't really need to know much. The goal really needed to be the ability to predict what was going to happen, when. And then we needed to look at the root causes, else the situation really wasn't going to get better.
Why is that important?
This report was a catalyst for change. It allowed us to begin charting what was happening over time. We started to notice trends, a cyclic pattern. For the first time, the group was able to proactively address issues, before they got to tsunami stage.
So what do you think your resume' should really say about that?
"Crafted a reporting process that moved the team from explanation to prediction, resulting in a 35% increase in performance over 6 months. The improvements identified as a result of this effort resulted in a savings of approximately $6k per production lot."
Disclaimer -- I'm using this example to show what might be done with this work by adding in some measures which are in this case, totally made up. Don't embellish, and use numbers that accurately reflect the results from the effort. Be prepared to back up your reported results with data. You say you don't have the data? Is it too late to reach out to former friends and colleagues to flesh out these points? What's the worst they can say when you ask - No?
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I suggest that Insights are always more compelling than facts. Perhaps you can give this a try on your own. Start with your stuff. Or your idea. Or your resume'.
To get started, make a list of the features of your stuff, your idea, or your history. Ask yourself the question, "What's really cool about..." or "What do I think is most important for them to know about..."
For each item on the list, use Why x 3. The way it usually sounds when I do it is:
- Why does that matter?
- So what?
- Who would anyone care about that?
- And why is that important?
Here's an image that I hope will help you put all of this together:
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| Facts Vs. Insights |
Give it a try with a trusted friend or colleague and feel free to comment on this post, so that I can learn how it worked for you. As I write this, I'm reminded that I need to inspect my own writing on this blog, to make sure I'm not burying the lead. How am I doing? Did this article "do" anything for you? Looking forward to reading your comments. Be well, and have a great day!
