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Full Description
A step-by-step guide to transforming data into stakeholder buy-in and decisive action
Driving Buy-In, by data storytelling veteran Mico Yuk—who has trained over 20,000 data professionals at Fortune 500 companies including Shell, Nestlé, and Zoom—provides a practical guide for professionals who craft data visualizations and presentations that light a fire under decision-makers. It shows how to transform insights into real-world action. Eighty-eight percent of insights never influence a decision. This book fixes that.
Yuk introduces the Buy-In Method™, a two-pillar system for turning information into action — grounded in behavioral science and neuroscience research. Pillar 1, the Data Storytelling Framework™ (Discover, Define, Design, and Deliver), turns data into a story the brain is wired to respond to. Pillar 2, the Three Signs of Influence (Clarity, Buy-In, and Action), reveals in real time whether your message is landing and exactly where stakeholders are in the decision process. Rather than focusing on technical skills or visual design, this book teaches the often-overlooked skill of reading human behavior.
You'll learn:
How to ask the right questions that uncover the real problem — move beyond vague requests and endless scope creep to get to the truth
How to transform the way you communicate with stakeholders or executives — translate and present technical findings so anyone can understand and act on them
How to build stories that drive action — using the same structure behind Hollywood blockbusters
How to read any room using the Three Signs of Influence (Clarity, Buy-In, Action) — no more guessing if stakeholders will act on your insights
Why human influence is your competitive advantage — in the AI era, anyone can generate insights, but driving stakeholder buy-in is what makes you irreplaceable
This book is for professionals who present data to influence stakeholders and accelerate decisions: analysts, data scientists, BI teams, product managers, consultants, AI/ML professionals, and executives. It's an expert guide in data communication for professionals who want to know exactly what works, what doesn't, and how to design and deliver presentations that will get buy-in from the people who make decisions. Go from order-taker to decision driver.
Contents
Introduction xv
Chapter 1 The $777-billion Breakdown 1
The Decision Acceleration Crisis 2
The People Problem 4
The Two Things We Can Actually Influence 7
Decisions Are Emotional 9
Chapter 2 The Discoveries That Changed Everything 13
Discovery #1: Our Brains Are Wired For Stories 16
Discovery #2: You Can Measure Buy-In 20
Sign #1: Clarity (the Nod) 22
Sign #2: Buy-In (the Questions) 23
Sign #3: Action (Timeline Thinking) 23
The Buy-In Method 24
Chapter 3 Pillar 1: Story 30
The Three Villains That Kill Buy-In 31
The Push-And-Hope Trap 33
Your Role: The Guide, Not The Hero 34
The Data Storytelling (4D) Framework 36
Step 1 → Discover: Ask the Right Questions 38
Step 2 → Define: Create Stories That Stick 39
Step 3 → Design: Create Visuals That Drive Action 41
Step 4 → Deliver: Present to Win 42
The Missing Piece 43
Chapter 4 THE Three SIGNS OF INFLUENCE 45
Pillar 2: Signals 47
The People Problem 48
We're Measuring The Wrong Thing 51
The Three Signals 53
Sign #1: Clarity—The Nod Test 54
Sign #2: Buy-In—The Questions Test 55
Sign #3: Action—The Timeline Test 57
The Sequence Matters 59
Decision Drivers 60
Chapter 5 Discover—ask the Right Questions 63
Why Your Questions Are Failing You 66
Step 1: Discover—You Need Context First 67
Three Discovery Questions That Reveal Readiness 69
Question 1—Who do you picture using this? 69
Question 2—When do you see this being needed? 71
Question 3—What is the story behind this? 72
The Three Discovery Questions In Action 74
Why These Questions Work 75
When The Questions Don't Work 80
Your Unfair Advantage 83
Chapter 6 Define—stories That Stick 85
The Real Alignment Crisis: False Consensus 88
The Art Of Storyboarding 90
Step 2: Define—Building The Story 91
The Three Storyboard Sprints 93
Sprint 1: Align the Vision (60-90 Minutes) 93
The Setup 95
The Rules of Engagement 95
How to Run the Sprint 96
By the End of Sprint 1 100
Sprint 2: Validate the Plan (24-48 Hours) 100
What to Watch For 101
The Process 101
The Validation Checklist 102
The Updated Storyboard 103
The Mindset 103
Sprint 3: Commit to Action (60 Minutes) 104
Walking Back into the Room 104
When the Data Disagrees 105
The Walkthrough 105
Lock In the Commitment 106
What You Leave With 107
Why The Storyboard Works 108
When To Use The Storyboard (And When To Skip It) 109
Chapter 7 Design—visuals That Drive Action 113
Why Most Dashboards Die 115
The Anatomy Of A Decision Tile 116
Step 3: Design Visuals That Drive Action 118
The 4-tile Structure 119
Row 1: The Goal Banner 120
Row 2: Three Decision Tiles 121
The One-Screen Rule 124
From Storyboard to Slide Deck 125
Why This Works 127
When Design Goes Wrong 132
Your Turn 134
Step 1: Build The Goal Banner 135
Step 2: Build the First Decision Tile 136
Step 3: Build The Second and Third Decision Tiles 137
Step 4: Test It 138
Ready To Deliver 139
Chapter 8 Deliver—present to Win Buy-in 143
Death By A Thousand Touchpoints 145
Talk To People, Not At Them 147
Step 4: Present To Win Buy-In 149
The Opening: Win Trust in 60 Seconds 150
Step 1: Start with a Short Greeting, Then State Their
Need (10 seconds) 151
Step 2: Show Why It Matters (20 seconds) 152
Step 3: Set Expectations (30 seconds) 152
The Delivery Formula: Stay in Human Mode 153
Step 1: Say the Content 154
Step 2: Pause 154
Step 3: Ask Yourself a Question about Them 155
Step 4: Watch for the Three Signs of Influence 155
Step 5: Adjust Based on What You See 155
The Closing: Provide Clear Next Steps 156
A Quick Reference To The Formula 159
Why It Works 159
When You Lose The Room 162
Try This Monday 163
You Made It! 164
Chapter 9 Mastery—the 90-day Path 167
John: The Wrong Problem 167
Nadina: The Everyone Problem 171
Cabria: Reading The Room 175
The 90-Day Truth 177
Your 90-Day System 178
Weeks 1-4: Discovery 178
Weeks 5-8: Storyboarding 179
Weeks 9-12: Three Signs of Influence 180
Four Pitfalls 180
The Transformation 181
From Mastery To Movement 183
Chapter 10 The Movement 185
What Actually Changes 187
It Starts With One 188
Your Edge In The AI Age 192
The Buy-In Method Manifesto 193
The Oath 195
The Vision 196
Your Move 198
Acknowledgments 203
About the Author 207
Index 209
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