The Democratic party in the US has had a pretty rough trot in terms of the number of Democratic Presidents that managed to secure a second term. In recent history Roosevelt and Clinton are it. Professor Drew Westen puts this down to the Democrats being too smart for their own good. They have a tendency to provides the facts, dazzle the electorate with ideas and craft intellectual arguments to garner support. But one thing is missing. Engaging voters’ emotions.

Here is a good example from the Bush Snr and Dukaikis campaign from one of the debates.

BERNARD SHAW (MODERATOR): Governor, if Kitty Dukakis were raped and murdered, would you favor an irrevocable death penalty for the killer?

DUKAKIS: No, I don’t, Bernard. And I think you know that I’ve opposed the death penalty during all of my life. I don’t see any evidence that it’s a deterrent, and I think there are better and more effective ways to deal with violent crime.

And the audience thought, “What a heartless bastard. He didn’t even mention how devastated he would be if his wife was raped and murdered.” Instead Dukakis gave the rational, intellectual response and according to Westen lost the debate at this point—in the first minute.

It turns out that 80+% of our decisions on who we vote for are based on our emotions not rational analysis.

You can fall into the same trap with your knowledge strategy. Your strategy report, which should be the result of extensive participation but often isn’t, can easily be a rational account of what needs to be done having the emotional content of a wet tea towel.

Stories help. You can illustrate why your organisation needs to take action now and why a systematic approach to managing knowledge is important. You can use stories in at least two ways: including anecdotes throughout the report like this one:

“If we tried to find stuff on landholders beforehand you may have had to have made 15 phone calls, 14 emails, you know, try to track all that info down.”

And you can preface the report with a short history (3 paragraphs) on what brought the organisation to this point. This helps people understand why the strategy is being done and puts the activity in context. And if the story is strong people will recount it when explaining why the knowledge strategy is being done. Now there is some emotional content to what you are saying