Ever notice how often someone asks for a brochure when what they really need is something else entirely?

That’s where this conversation goes, and it’s a good one. I sat down with Bill Shander, an information designer and author who calls himself a “stakeholder whisperer.” And trust me, it’s not as mystical as it sounds. It’s actually a practical, powerful way to rethink how you show up in your marketing conversations.

We talked about why storytelling isn’t just about your audience. It’s also about how you communicate with the people inside your business who shape what gets created in the first place.

A few takeaways worth holding onto:

• Don’t jump to the solution too fast When someone asks for a deliverable, a brochure, a campaign, a website, pause. That request is often just the symptom. Your real job is to figure out the problem underneath it.
• Your most important stakeholder isn’t always your boss It’s easy to default to the person giving the assignment. But the real priority is usually the end user. The person who will read, click, buy, or ignore what you create.
• Influence comes from expertise, not opinion “I like this better” won’t get you far. But “data shows this performs better” changes the conversation. Bring evidence, not just ideas.
• Ask one better question You don’t have to challenge everything. Start small. One thoughtful question can open the door to a smarter solution and a deeper conversation.
• Stop being an order taker The people who grow in their roles aren’t the ones who say yes to everything. They’re the ones who think, question, and guide.

The real magic here is simple. When you shift from doing what people ask to understanding what they actually need, everything gets better. Your work, your results, and how people see you.

About Bill

Bill Shander is an information designer, helping clients turn their data into compelling visual and often interactive experiences. He teaches data storytelling, information design and data visualization on LinkedIn Learning, and in workshops around the world. Clients include the World Bank, Starbucks, multiple U.S. Government agencies, Big Four firms, and many more household names across a spectrum of industries. He is a keynote speaker and has lectured for graduate and undergraduate students at Harvard, Northeastern, UVM, and other universities across the United States.

LEARN MORE: https://billshander.com/