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Driving Buy-In
The Science of Influence with Data
Mico Yuk (Author)
9781394307494, Wiley
Hardback, published 7 May 2026
240 pages
22.9 x 15.2 x 2 cm, 0.499 kg
A step-by-step guide to transforming data into stakeholder buy-in and decisive action Driving Buy-In, by data storytelling veteran Mico Yuk—who has trained over 20,000 data professionals at Fortune 500 companies including Shell, Nestlé, and Zoom—provides a practical guide for professionals who craft data visualizations and presentations that light a fire under decision-makers. It shows how to transform insights into real-world action. Eighty-eight percent of insights never influence a decision. This book fixes that. Yuk introduces the Buy-In Method™, a two-pillar system for turning information into action — grounded in behavioral science and neuroscience research. Pillar 1, the Data Storytelling Framework™ (Discover, Define, Design, and Deliver), turns data into a story the brain is wired to respond to. Pillar 2, the Three Signs of Influence (Clarity, Buy-In, and Action), reveals in real time whether your message is landing and exactly where stakeholders are in the decision process. Rather than focusing on technical skills or visual design, this book teaches the often-overlooked skill of reading human behavior. You'll learn: This book is for professionals who present data to influence stakeholders and accelerate decisions: analysts, data scientists, BI teams, product managers, consultants, AI/ML professionals, and executives. It's an expert guide in data communication for professionals who want to know exactly what works, what doesn't, and how to design and deliver presentations that will get buy-in from the people who make decisions. Go from order-taker to decision driver.
Introduction xv Chapter 1 The $777-billion Breakdown 1 The Decision Acceleration Crisis 2 The People Problem 4 The Two Things We Can Actually Influence 7 Decisions Are Emotional 9 Chapter 2 The Discoveries That Changed Everything 13 Discovery #1: Our Brains Are Wired For Stories 16 Discovery #2: You Can Measure Buy-In 20 Sign #1: Clarity (the Nod) 22 Sign #2: Buy-In (the Questions) 23 Sign #3: Action (Timeline Thinking) 23 The Buy-In Method 24 Chapter 3 Pillar 1: Story 30 The Three Villains That Kill Buy-In 31 The Push-And-Hope Trap 33 Your Role: The Guide, Not The Hero 34 The Data Storytelling (4D) Framework 36 Step 1 → Discover: Ask the Right Questions 38 Step 2 → Define: Create Stories That Stick 39 Step 3 → Design: Create Visuals That Drive Action 41 Step 4 → Deliver: Present to Win 42 The Missing Piece 43 Chapter 4 THE Three SIGNS OF INFLUENCE 45 Pillar 2: Signals 47 The People Problem 48 We’re Measuring The Wrong Thing 51 The Three Signals 53 Sign #1: Clarity—The Nod Test 54 Sign #2: Buy-In—The Questions Test 55 Sign #3: Action—The Timeline Test 57 The Sequence Matters 59 Decision Drivers 60 Chapter 5 Discover—ask the Right Questions 63 Why Your Questions Are Failing You 66 Step 1: Discover—You Need Context First 67 Three Discovery Questions That Reveal Readiness 69 Question 1—Who do you picture using this? 69 Question 2—When do you see this being needed? 71 Question 3—What is the story behind this? 72 The Three Discovery Questions In Action 74 Why These Questions Work 75 When The Questions Don’t Work 80 Your Unfair Advantage 83 Chapter 6 Define—stories That Stick 85 The Real Alignment Crisis: False Consensus 88 The Art Of Storyboarding 90 Step 2: Define—Building The Story 91 The Three Storyboard Sprints 93 Sprint 1: Align the Vision (60–90 Minutes) 93 The Setup 95 The Rules of Engagement 95 How to Run the Sprint 96 By the End of Sprint 1 100 Sprint 2: Validate the Plan (24–48 Hours) 100 What to Watch For 101 The Process 101 The Validation Checklist 102 The Updated Storyboard 103 The Mindset 103 Sprint 3: Commit to Action (60 Minutes) 104 Walking Back into the Room 104 When the Data Disagrees 105 The Walkthrough 105 Lock In the Commitment 106 What You Leave With 107 Why The Storyboard Works 108 When To Use The Storyboard (And When To Skip It) 109 Chapter 7 Design—visuals That Drive Action 113 Why Most Dashboards Die 115 The Anatomy Of A Decision Tile 116 Step 3: Design Visuals That Drive Action 118 The 4-tile Structure 119 Row 1: The Goal Banner 120 Row 2: Three Decision Tiles 121 The One-Screen Rule 124 From Storyboard to Slide Deck 125 Why This Works 127 When Design Goes Wrong 132 Your Turn 134 Step 1: Build The Goal Banner 135 Step 2: Build the First Decision Tile 136 Step 3: Build The Second and Third Decision Tiles 137 Step 4: Test It 138 Ready To Deliver 139 Chapter 8 Deliver—present to Win Buy-in 143 Death By A Thousand Touchpoints 145 Talk To People, Not At Them 147 Step 4: Present To Win Buy-In 149 The Opening: Win Trust in 60 Seconds 150 Step 1: Start with a Short Greeting, Then State Their Need (10 seconds) 151 Step 2: Show Why It Matters (20 seconds) 152 Step 3: Set Expectations (30 seconds) 152 The Delivery Formula: Stay in Human Mode 153 Step 1: Say the Content 154 Step 2: Pause 154 Step 3: Ask Yourself a Question about Them 155 Step 4: Watch for the Three Signs of Influence 155 Step 5: Adjust Based on What You See 155 The Closing: Provide Clear Next Steps 156 A Quick Reference To The Formula 159 Why It Works 159 When You Lose The Room 162 Try This Monday 163 You Made It! 164 Chapter 9 Mastery—the 90-day Path 167 John: The Wrong Problem 167 Nadina: The Everyone Problem 171 Cabria: Reading The Room 175 The 90-Day Truth 177 Your 90-Day System 178 Weeks 1–4: Discovery 178 Weeks 5–8: Storyboarding 179 Weeks 9–12: Three Signs of Influence 180 Four Pitfalls 180 The Transformation 181 From Mastery To Movement 183 Chapter 10 The Movement 185 What Actually Changes 187 It Starts With One 188 Your Edge In The AI Age 192 The Buy-In Method Manifesto 193 The Oath 195 The Vision 196 Your Move 198 Acknowledgments 203 About the Author 207 Index 209
Subject Areas: Computer science [UY]
