One worth sharing
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Ever had your recommendation fall flat even though the logic was solid? Next time, make the ROI concrete. Help leaders see the impact more tangibly.
Most of us try to persuade with ideas and logic. We talk about trade-offs, benefits, efficiency gains. But we stay too abstract, and abstract ROI doesn’t move people.
But concrete ROI does.
Behavioral scientists call this the concreteness bias: our brains are more persuaded by vivid, specific examples than by concepts or ideas.
So instead of saying, “This option saves time,” show them what that time looks like.
Here’s an example: I’m in the middle of prepping a presentation for leaders right now about an upcoming employee survey. We have two options:
Sample survey → fewer people invited, faster turnaround, simpler logistics
Full census → everyone’s invited, more data, deeper cuts
I have a hunch they’ll lean toward the census (because: more data!!!).
But I also know they care deeply about employee time.
So instead of saying: “The sample will be more efficient,” I modeled it out:
(Note: illustrative data below, for confidentiality and all that)
Sample: 50 hours of employee time (600 invites x 50% response rate x 10 min/survey)
Census: 750 hours of employee time (9000 invites x 50% response rate x 10 min/survey)
Now we’re talking one week of employee time vs 4.5 months — a 15x difference!
Suddenly, the cost of “more data” feels a whole lot higher, and more tangible.
Why it works
Concreteness bias: We’re wired to remember and trust what we can visualize.
Cognitive fluency: When information feels easy to picture, it feels more believable.
Loss aversion: Framing wasted time as something tangible (“4.5 months of work”) makes it more motivating to avoid.
How to apply it
Next time you present a recommendation, ask yourself:
Can I translate abstract benefits into human scale?
e.g., “Saves $100K → Pays for one more hire”
Can I show what this looks like in real time?
e.g., “Saves 20 hours per week” → “Frees up half a workday for each manager.”
Can I frame it in terms they care about?
e.g., “Fewer logistics → “Protects employee time”
Try this at work: Before your next meeting, take one of your key metrics and convert it into something leaders can picture, whether hours, dollars, or people impacted.
Let me know if you give this a try. I’d love to hear about it!
Cheers,
Morgan
Whenever you’re ready, here are 3 other ways I can help you:
Analyst’s Influence Playbook: A 40-page guide that shows you how to actually turn insights into action using behavioral science principles that consistently grab attention and drive decisions.
Story-Driven Charts: My flagship course on how to design charts that clearly communicate your insights, catch leaders’ attention, and make you stand out from the crowd.
Persuasive Presentations (30-min keynote): An engaging, high-energy talk that teaches how to move beyond “here’s the data” and deliver recommendations that stick. Perfect for team events, offsites, or conferences. Email me to learn more.