It’s painfully common to hear that ‘great research isn’t listened to’ or people are ‘still looking for the business impact' they need from insight projects. Negative perceptions of insight, based on weak presentations and inability to support sound decision-making, do not help bump research up the list of business priorities. Then we all became storytellers…and lived happily ever after. In recent months, the buzz around storytelling has populated the business vocabulary with a wealth of jargon and buzz words, which are incomplete or insufficient on their own. It’s widely accepted storytelling is important, so why don’t more people apply these principles to their project delivery? If you s
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