Overview

In this episode of the Duct Tape Marketing Podcast, John Jantsch talks with Bill Shander, information designer, data communications expert, and founder of Beehive Media. Bill shares insights from his new book, “Stakeholder Whispering: Uncover What People Need Before Doing What They Ask.” The conversation covers how to turn complex data into clear, actionable stories, the importance of questioning order-taking, and why active listening and genuine curiosity are the keys to building trust and delivering what stakeholders truly need. Listeners will learn practical strategies for stakeholder engagement, leadership, and data-driven decision-making in the age of AI.

About the Guest

Bill Shander is a data communications expert, information designer, and founder of Beehive Media. With over 25 years of experience, he has helped leading organizations—including the United Nations, World Bank, and Deloitte—turn complex ideas into clear, actionable stories. Bill is a recognized thought leader in data visualization, storytelling, and stakeholder engagement, and is the author of “Stakeholder Whispering: Uncover What People Need Before Doing What They Ask.”

Actionable Insights

• Data storytelling is about communicating meaning and insight, not just sharing numbers and reports.
• Order-taking leads to missed opportunities; real value comes from questioning, listening, and guiding stakeholders to what they truly need.
• Active listening, curiosity, and asking better questions are essential for building trust and uncovering stakeholders’ real objectives.
• Silence is a powerful tool for reflection and better conversation—embrace the pause to allow deeper thinking.
• Stakeholder engagement applies to all roles, not just marketing—including HR, IT, and leadership.
• Recognize and prioritize all stakeholders—sometimes the real goals and needs come from several layers up in the organization.
• In hybrid and remote work environments, intentional communication and Socratic questioning are even more important.
• Organizational culture and leadership openness determine how effective “stakeholder whispering” can be—seek or build a culture that values questioning and strategic thinking.

Great Moments (with Timestamps)

• 00:45 – What is a Data Communication Expert?
  Bill explains the importance of storytelling and visualization in making data meaningful.
• 01:44 – Why Stakeholder Whispering Matters More Than Ever
  Why questioning and guiding stakeholders is critical in the age of AI and short attention spans.
• 04:28 – Beyond Order-Taking: Leading with Questions
  Bill shares why challenging requests and using a consultative approach delivers better results.
• 07:41 – The Power of Active Listening and Curiosity
  Tips for asking better questions and truly hearing stakeholders’ needs.
• 09:16 – Silence is Golden
  The value of pausing, reflection, and pacing in communication and presentations.
• 10:28 – Common Pitfalls: Mistaking Tasks for Outcomes
  Why focusing only on what’s requested misses the real goals.
• 12:58 – Recognizing the Real Stakeholders
  How to identify and prioritize who really matters in any project or initiative.
• 15:13 – Culture, Leadership, and Whisperability
  The role of culture and leadership in fostering open, strategic conversations.
• 17:01 – Adapting Stakeholder Engagement to Hybrid and Remote Work
  Why face-to-face or Socratic dialogue is essential for discovering true needs.
• 18:58 – Real-World Example: The Power of Questioning Assumptions
  Bill tells a client story where open-ended questioning led to a far better outcome.

Pulled Quotes

“Our job is not just to execute tasks—it’s to succeed and help our organization succeed. That means probing, questioning, and challenging the status quo.”
— Bill Shander

“Active listening, curiosity, and asking the right questions are what build trust and uncover what stakeholders really need.”
— Bill Shander