ABSTRACT
This chapter focuses on how to win the minds of the Board members, by creating a strong Board recommendation. A storyline must have strong strategic impact to engage senior management. There are various ways to construct hypothesis storylines. One is the classic Situation-Complication-Resolution storyline structure. Another is the Recommendation-Implications-Agreements structure. To build a bespoke presentation deck, the marketing team should first draft a dummy storyboard that supports the one-page storyline. Ideally, this should be done as soon as the first draft storyline is available. Once the storyboard structure has been developed, the marketing team should present the facts, figures, market data and consumer research in a clear, compelling format. In many Board recommendations, it's important to include a robust business case. The business case should be written in the language of the Board – the language of numbers.
