Strategic communication: numbers as decision catalysts

🛠 THE CFO EFFECT PLAYBOOK (Part I)

Step 1: Structure your communication (Beyond Just Numbers)

Numbers tell you "what".

But executives care about "why" and "what to do next."

To get your message across clearly and powerfully, frame every forecast within this structured storytelling model:

• Insight (What happened?)
  State the factual data clearly: no jargon, no ambiguity.

• Implication (So what?)
  Explain exactly why this insight matters strategically. How does it impact the business?

• Strategic Choices (What could we do?) 
  Present multiple actionable paths. Clearly explain trade-offs, risks, and opportunities.

• Recommended Action (Now what?)
  Clearly suggest the optimal next step, supported by your rationale and clear timelines.

Here's a concrete example:

Customer Churn Just Spiked to 6%

• Insight: Churn jumped from 4% to 6%, primarily driven by recent product issues.

• Implication: If unaddressed, projected annual revenue loss hits $2 million, weakening market position.

• Strategic Choices:

  1. Launch aggressive short-term retention campaigns (immediate stabilization, costly).

  2. Invest significantly in product quality improvements (long-term fix, slower impact).

  3. Adjust pricing and promotions to mitigate short-term churn (temporary relief, possible margin erosion).

• Recommended Action: Implement immediate retention initiatives to quickly stabilize churn, while simultaneously investing in product quality improvements to secure long-term customer satisfaction.

You’re giving executives clarity and confidence in exactly what actions to take next.

Step 2: Interactive trigger-response workshops

But even the best-prepared narrative won’t guarantee decisions if you simply deliver it and leave.

Finance shouldn't just present insights

You must actively facilitate strategic decisions.

Replace traditional passive reporting meetings with structured, interactive workshops.

But here's a subtlety I learned:

Don't just surprise executives with data in the meeting.

Instead:

• Send concise pre-meeting briefs 24-48 hours ahead, outlining critical insights and clearly framing decisions required. Let executives digest the information and come ready.

• Run your meetings as "trigger-response workshops" rather than passive presentations. Executives arrive informed, engaged, and ready to make strategic decisions quickly.

Step 3: Tailor your communication (know your audience)

Here's another lesson I’ve learned the hard way:
Not all executives respond to the same communication style.

You must meet your audience where they are.

• For big-picture leaders (like CEOs), provide compelling narratives clearly linked to strategic goals.

• For operational executives (like COOs), deliver concise, bullet-pointed actions with clear accountability.

• For visually oriented stakeholders, accompany your points with intuitive dashboards or visualizations that highlight strategic implications at a glance.

This small tweak dramatically improves the clarity, reception, and actionability of your message.

Step 4: Create dialogue, and avoid monologue

Finally, the best finance teams engage in two-way strategic conversations.

• Encourage executives to question, challenge, and refine your recommendations.

• Treat your insights as conversation starters, not definitive verdicts. Ask explicitly:

  1. "Are there any blind spots we're missing here?"

  2. "How can we make these actions even more impactful?"

  3. "What concerns might you have with this recommended path?"

When executives co-develop solutions, buy-in skyrockets, and your recommendations gain immediate traction.

Why This Communication Shift Matters:

Initially, I thought structured storytelling alone was enough.

But here’s what I learned:

Great communication is collaborative.

When you structure your insights clearly, tailor your communication thoughtfully, and facilitate genuine two-way dialogue, you transform finance from passive observers into strategic influencers.

Executives don’t just tolerate your forecasts; they depend on them to confidently navigate the future.

The bottom line:

• Move beyond numbers alone. Structure your communication around Insight, Implication, Strategic Choices, and Recommended Actions.

• Prepare executives ahead of meetings, enabling informed and decisive conversations.

• Tailor your message to different executive communication styles (narrative, bullet points, visuals).

• Foster genuine two-way dialogue, ensuring deeper alignment, trust, and immediate strategic decisions.

When you communicate strategically, finance starts powerfully shaping decisions.

My friend here is how you actively architect the future.

Next Week’s Episode:

🔜 Proactive finance culture: Making triggers your team’s DNA

The best finance leaders don’t just respond fast.
They build teams that see around corners.

Proactive finance isn’t about a dashboard.
It’s about a mindset. One that’s deeply embedded in your team’s culture.

Next Sunday, I’ll show you exactly how to build that culture from the inside out:

✅ How to make proactivity aspirational
✅ How to institutionalize early-warning triggers into your team’s daily routines
✅ How to mentor strategic thinking

Because real proactivity isn’t a “nice to have.”
It’s how finance earns a permanent seat at the strategy table.

If you want your finance team to stop reacting and start shaping outcomes;
this is the episode that shows you how to make it your team’s DNA.

Talk soon,