I recently helped a client launch something somewhat intangible: a report summarizing an industry consultative study on the potential for the sustainable deployment of low-carbon hydrogen systems as an incremental energy source in the Canadian economy. One of my tasks was to distill a substantive report into elements that could be used in amplification and conversation with key audiences; in this case, multi-sector industry players, government, and analysts.
(If you’re interested in the report, click here for more information)
Finding proof points is almost as time consuming as finding core messages.
I’ve often had to navigate through complex, technical, or lengthy source material to find nuggets that third-party audiences can absorb quickly. Unfortunately, this is a process where there are no shortcuts; you need to invest the time to immerse yourself in the data.
I routinely put blocks in my calendar, close my email service, and silence my phone so that I can focus. While I use this time to pick core messages (I wrote a piece about that here), I also go about finding the materials that help move a conversation forward. Specifically, I’m looking for proof points or perspectives that help a person relate.
In the report example cited above, one of the key points I felt deserved attention was when it stated: “existing infrastructure and industrial assets need not be stranded, since hydrogen integrates with current systems.”
Now, what does that mean?
Well, what I try to do is put myself in the shoes of a reader…
For example, someone in Business Development at an electrical utility - one of the target audiences - is simultaneously tasked with finding ways to increase and expand the level of service provided to customers by the utility while maximizing the life and performance of the equipment it already has in the ground.
When viewed from that perspective - that hydrogen systems can build upon what a utility already has in-place - now you’ve found a conversation that can result from that nugget.
As I said, this process takes time. It involves going back to the source (often more than once), but also gathering differing perspectives and not being afraid to ask what could be fundamental questions.
When you spend the time, however, you end up better informed and better able to articulate the information to audiences.