Nessa’s Knowledge Bomb #16: Stop Presenting "What" and Start Explaining "Why"
We’ve all been there: You’re showing a stakeholder a new flow or a research plan, and you dive straight into the mechanics. You talk about the methodology, the timeline, and the deliverables. You’re focused on the what.
But here’s the thing,your stakeholders don't just want to know what you’re doing; they need to understand why you’re doing it that way.
When you don't explain the "Why," stakeholders fill in the gaps themselves. If you say a design phase will take two weeks without explaining why, they might see it as a delay. If you explain why that time is needed—to mitigate a specific risk or to validate a high-stakes assumption—they see it as an investment.
The "Why" is what builds engagement. It’s the bridge between a creative process and a business result.
In your next meeting, try to anchor every "What" to a "Why." This is especially crucial when speaking to non-designers who don't live in our world.
Instead of: "We’re using a diary study for this phase."
Say: "We’re using a diary study because we need to see how the user’s habits change over a full week, rather than just a single hour in a lab."
Instead of: "I’ve chosen this specific layout."
Say: "I’ve gone with this layout because the data shows 70% of our users are looking for this specific piece of information first."
The Bottom Line: People don't mind the time or the process, as long as they understand the purpose. When you lead with the "Why," you aren't just defending your work – you’re educating the business on the value of your craft.
Nessa’s Pro-Tip:
Before any presentation, look at your slides and ask yourself: "So what?" for every point. If you can't answer it with a "Why" that matters to the business, you aren't ready to present it yet.
