Perfecting the Art of Financial Storytelling

Investing, to use an analogy, is like driving forward while looking in the rear view mirror: in order to decide whether to buy, sell or hold a company’s shares, investors must make judgments about the company’s future prospects based primarily on the only data at their disposal – its past performance.

The implication for investor relations (IR) practitioners and financial communicators is clear. Far from letting their company’s numbers “speak for themselves,” CEOs, CFOs and IR officers should use the company’s past operating and financial results as proof points for their own investment narrative and as guideposts for the future.

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