Persuading with Data

by Kazakoff

| ISBN: 9780262368193 | Copyright 2022

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Contents (pg. v)
Introduction (pg. 1)
Who this book is for (pg. 1)
What makes this book different (pg. 1)
How this book is organized (pg. 3)
Part I: Understanding Perception (pg. 7)
Chapter 1: Know Your Own Mind (pg. 8)
Understand the challenges of communicating data (pg. 10)
Shift your mindset to explain data to others (pg. 16)
Chapter 2: See How Graphs Work (pg. 20)
How we decode graphs (pg. 22)
How graphs encode data (pg. 28)
Exercise: Break down the graphs (pg. 41)
Part II: Designing Your Data (pg. 45)
Chapter 3: Choose the Right Graph (pg. 46)
Pick the graph based on the relationship (pg. 48)
Use taxonomies to expand your library of graph types (pg. 71)
Exercise: Categorize the relationships (pg. 73)
Chapter 4: Simplify to Amplify (pg. 78)
Maximize the data–ink ratio (pg. 80)
Make the most important information the most salient (pg. 86)
Exercise: Redraw the graph (pg. 98)
Chapter 5: Build Effective Slides (pg. 100)
Identify a single point for each slide (pg. 102)
Write your point as a headline (pg. 102)
Use headlines to clarify your graphs (pg. 106)
Test your slides to maximize clarity and impact (pg. 109)
Exercise: Sketch the right slide for this headline (pg. 121)
Part III: Organizing Your Data (pg. 125)
Chapter 6: Structure Your Data (pg. 126)
Begin with your ending in mind (pg. 128)
Structure your communication with a Minto pyramid (pg. 129)
Maximize the impact of all your points (pg. 143)
Support your points with sound reasoning (pg. 151)
Convert your Minto pyramid into a complete communication (pg. 156)
Exercise: Making the case at Craigstone—Part I (pg. 164)
Chapter 7: Frame the Data to Persuade (pg. 168)
Audiences evaluate more than just the data (pg. 170)
Understand how audiences evaluate your ideas (pg. 170)
Maximize the likelihood of central processing with the WIIFT (pg. 174)
Take advantage of peripheral processing signals (pg. 183)
Exercise: Making the case at Craigstone—Part II (pg. 191)
Part IV: Delivering and Defending Your Data (pg. 195)
Chapter 8: Present Your Data (pg. 196)
Give your data a voice (pg. 198)
Master each component of the TOP-T framework (pg. 199)
Practice some advanced techniques (pg. 208)
Exercise: Practice presenting (pg. 211)
Chapter 9: Prepare for Resistance (pg. 216)
Resistance can be productive (pg. 218)
Resistance can be predicted (pg. 219)
Resistance can be anticipated with the Audience Confusion Matrix (pg. 222)
Resistance can be defused (pg. 232)
Exercise: What type of scenario is it? (pg. 236)
Acknowledgments (pg. 242)
Bibliography (pg. 247)
Index (pg. 249)
Contents (pg. v)
Introduction (pg. 1)
Who this book is for (pg. 1)
What makes this book different (pg. 1)
How this book is organized (pg. 3)
Part I: Understanding Perception (pg. 7)
Chapter 1: Know Your Own Mind (pg. 8)
Understand the challenges of communicating data (pg. 10)
Shift your mindset to explain data to others (pg. 16)
Chapter 2: See How Graphs Work (pg. 20)
How we decode graphs (pg. 22)
How graphs encode data (pg. 28)
Exercise: Break down the graphs (pg. 41)
Part II: Designing Your Data (pg. 45)
Chapter 3: Choose the Right Graph (pg. 46)
Pick the graph based on the relationship (pg. 48)
Use taxonomies to expand your library of graph types (pg. 71)
Exercise: Categorize the relationships (pg. 73)
Chapter 4: Simplify to Amplify (pg. 78)
Maximize the data–ink ratio (pg. 80)
Make the most important information the most salient (pg. 86)
Exercise: Redraw the graph (pg. 98)
Chapter 5: Build Effective Slides (pg. 100)
Identify a single point for each slide (pg. 102)
Write your point as a headline (pg. 102)
Use headlines to clarify your graphs (pg. 106)
Test your slides to maximize clarity and impact (pg. 109)
Exercise: Sketch the right slide for this headline (pg. 121)
Part III: Organizing Your Data (pg. 125)
Chapter 6: Structure Your Data (pg. 126)
Begin with your ending in mind (pg. 128)
Structure your communication with a Minto pyramid (pg. 129)
Maximize the impact of all your points (pg. 143)
Support your points with sound reasoning (pg. 151)
Convert your Minto pyramid into a complete communication (pg. 156)
Exercise: Making the case at Craigstone—Part I (pg. 164)
Chapter 7: Frame the Data to Persuade (pg. 168)
Audiences evaluate more than just the data (pg. 170)
Understand how audiences evaluate your ideas (pg. 170)
Maximize the likelihood of central processing with the WIIFT (pg. 174)
Take advantage of peripheral processing signals (pg. 183)
Exercise: Making the case at Craigstone—Part II (pg. 191)
Part IV: Delivering and Defending Your Data (pg. 195)
Chapter 8: Present Your Data (pg. 196)
Give your data a voice (pg. 198)
Master each component of the TOP-T framework (pg. 199)
Practice some advanced techniques (pg. 208)
Exercise: Practice presenting (pg. 211)
Chapter 9: Prepare for Resistance (pg. 216)
Resistance can be productive (pg. 218)
Resistance can be predicted (pg. 219)
Resistance can be anticipated with the Audience Confusion Matrix (pg. 222)
Resistance can be defused (pg. 232)
Exercise: What type of scenario is it? (pg. 236)
Acknowledgments (pg. 242)
Bibliography (pg. 247)
Index (pg. 249)

Miro Kazakoff

Miro Kazakoff is Senior Lecturer in Managerial Communication at MIT Sloan School of Management.


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