The Narrative and the Message

“I belong to no organized party. I’m a Democrat.“
-Will Rogers

That distinction has never seemed more apt than it has recently. Personally, I fall somewhere between liberal and libertarian in my political beliefs, I generally hold my nose and vote for Democrats, though I wouldn’t call myself one.

But my own politics aside, on issue after issue in American politics, it seems clear that the Republican / conservative / right-wing / Tea Party leaders understand far better how to communicate their messages to the average American than the Liberal / Democratic / Progressive / Leftist / Kenyan Socialists do.

The genius of the conservative political machine is to simply ignore the facts and build a narrative­­  –  a story  –  that serves their interests and then to sum up that narrative in a single, crisp message statement.

“Global warming is a hoax”. “Guns don’t kill people. People kill people.”  “Taxes are bad for the economy.” “The free market regulates itself.” “They hate us for our freedom.”  “Patriots support the troops.” “Conservatives have family values.”

Through consistent repetition in multiple media outlets, such statements eventually take on the veneer of common wisdom. The fact that reality has shown all of these to be marginally true, at best, and to the extent that they mean anything at all, often to be blatantly and objectively false, seems not to matter. A consistent narrative with simple, clear message will always be understood and remembered better than complex and confusing facts.

The political left may gnash its teeth and scream, “It’s not true”, but the narrative is what sticks, not the facts. The facts don’t speak for themselves. Until they realize that, the left will continue to get slapped around in the media and the court of public opinion. And that’s just as true for us, when we present.

Let me say that again, THE FACTS DON’T SPEAK FOR THEMSELVES.

Whether your are discussing the latest political tempest, presenting corporate strategy or selling your products or services, it’s your message that matters, when you speak, not your facts and data. There is a story lurking within the most complex and abstract set of data, and there is a message that will crystallize the meaning of that story for your audience.

That’s what they need to hear. That’s what they’ll remember. That’s what will affect their behavior and attitude. Your job is to find it and present it to them.