Goal Insight Action
How to tell a story with data and insight
Video
Dr. Troy Campbell explains the model he created
Science Slides
Dive into the structure and science of G.I.A.
Model Outline
Today, everyone is communicating their ideas through different forms of data and insight.
To make your data and insight more useful, we have designed an easy-to-understand and easy-to-use story framework called Goal Insight Action (G. I. A.).
The G.I.A. framework helps you create a causal story that links your insight to your audience's needs and actionable next steps.
Goal
First, you wanna start with the goals that your audience has.
The goals are their needs, their dreams, their wants, and their concerns.
The first few minutes of your presentation or your first few pages of your report should show that you understand their goals, needs, and dreams
Example: "You want to sell athletic goods to modern consumers. You want to especially win with “cool” younger consumers."
Insight
The second step is your insight.
An insight can be many things. It can be data, facts, trends, theory, expertise, etc.
Regardless of what it is, the most important thing is that it is clearly stated and presented in a way that bridges between their goal, which is the reason you're sharing it (you're not just showing off your knowledge), and the actions that they might take with it.
Example: "Research finds that 82% of US consumers today consider wellness an important priority in their everyday lives. This is especially true of younger consumers who are now purchasing more wellness products and services than older generations."
Action
The last step is where you “yes, and” your insight with actions.
Here, you suggest the type of things that your audience should or could possibly do with your insight that is in line with their goal.
Even if you don’t have strong action recommendations, you should at least hint at potential actions or create a space for your audience to discuss different actions in the presence of your insight.
Example: "You should focus more on wellness rather than just athletic achievement. This can be done by making ads that feature the themes of health and happiness, and developing products that provide the benefits of comfort and calm."
“Your insight will be more influential if it is couched right between the goals your audience has and the actions they might be able to take with it.”
