Communicating Five Forces Insights to Non-Analysts

One decision separates those who influence strategic direction from those who just report data: choosing clarity over completeness in your presentation. I’ve seen analysts deliver flawless Five Forces models that vanish into boardroom silence—because the language didn’t connect. The real test isn’t the depth of your analysis. It’s whether someone who hasn’t spent a week with the model can grasp the core insight in under 90 seconds.

That’s where communicating analytical insights becomes a skill, not a side effect. You’re not just sharing findings. You’re building a bridge between evidence and decision-making. This chapter teaches you how to do it with precision—using executive summary techniques and visual storytelling strategy to turn complexity into conviction.

Start with the Decision, Not the Diagram

Most presentations begin with a slide titled “Five Forces Analysis.” That’s the wrong starting point. Your audience isn’t here to see your methodology. They’re here to decide.

Start with the one thing they must act on. Is it “We’re vulnerable to substitution”? Or “New entrants will struggle to gain scale”? Frame it as a decision imperative.

Example: Instead of “Buyer power is moderate,” say: “We’re at risk of losing pricing control if our largest customer consolidates.” That’s not a score. It’s a call to action.

Use the 8-Second Hook Rule

If your audience doesn’t understand the point within eight seconds, they’ve already tuned out. That’s not about speed—it’s about anchoring.

Use a single sentence that pairs a force with a real-world consequence:

• “Supplier power is rising because two companies control 85% of raw materials.”
• “The threat of substitution is accelerating due to AI-driven alternatives.”
• “Rivalry is intense—four firms now split 70% of the market.”

These are not conclusions. They’re triggers. They force the listener to ask, “What do we do now?”

Design Visuals That Speak Without Labels

Diagrams like the Five Forces model can be powerful—but only if the viewer doesn’t need to decode them. Your goal isn’t to demonstrate mastery. It’s to enable understanding.

Focus on three principles:

1. Use color to signal severity. Red = high threat. Green = manageable. Yellow = watch.
2. Replace technical terms with plain equivalents. “Threat of new entrants” → “New rivals could enter.”
3. Anchor visuals to business outcomes. Show not just “high rivalry,” but “price wars expected in 12 months.”

Here’s how to redesign a standard Five Forces diagram for an executive audience:

Original Label	Executive-Friendly Version	Why It Works
Threat of New Entrants: Low	Barriers protect us—no new rivals likely	Replaces jargon with certainty
Bargaining Power of Buyers: High	Customers can squeeze margins—watch for pressure	Translates power into impact
Threat of Substitution: Medium	New tech could disrupt—monitor competitors’ R&D	Shifts focus from rating to action

Color is your ally. Use a red-orange gradient for high threat, green for low. Even with grayscale printing, pattern fills can signal severity.

Visual Storytelling Strategy: One Image, One Message

Don’t show all five forces on one slide. Show one. Let it tell a story. Let it provoke a reaction. Then move to the next.

Example: Start with a simple graphic of a product with a red “X” over it, labeled “We’re exposed to substitution.” Then reveal: “AI tools now offer 90% of our service functionality at 1/10 the cost.” This isn’t analysis. It’s warning.

Structure Your Executive Summary Like a Story

Executives don’t read reports. They scan for patterns. Your job is to guide that scan with narrative logic.

Use this framework for your executive summary:

• Hook: The one business risk that could change everything.
• Why it matters: How it connects to revenue, margins, or growth.
• Root cause: One force driving it—explain in 1–2 sentences.
• What we can do: A clear, actionable step.

Example:

Our pricing is under threat. A new cloud platform offers the same functionality at half the cost. This stems from rising substitution threat—competitors are adopting faster, lower-cost alternatives. Our response? Accelerate our own digital transformation and lock in long-term contracts with key clients.

This isn’t a summary. It’s a decision brief.

Test Your Message with the “Grandkid Test”

Ask: “Could my 16-year-old niece understand the core point in one sentence?”

If not, simplify. Strip the jargon. Replace “bargaining power” with “leverage.” Replace “rivalry” with “competition.”

Even seasoned leaders prefer plain language when under pressure. Clarity is a competitive advantage in itself.

Anticipate the Pushback—Before It Happens

When you present with confidence, you’ll face challenges. The key is to be ready—without sounding defensive.

Prepare three counterpoints for every major insight:

• “But our data shows low threat.” “Yes, but the trend line is rising—new entrants are already testing our market.”
• “We’ve had no substitution in five years.” “True—but technology is shifting faster than before. A new player could disrupt in 18 months.”
• “Our buyers are loyal.” “Loyalty is good, but we’re not immune. If a rival offers better pricing and integrates with their systems, retention drops 20%.”

These aren’t objections. They’re invitations to deepen the conversation.

Key Takeaways

Communicating analytical insights isn’t about making your model look prettier. It’s about making it matter.

Use executive summary techniques to focus on decision impact, not complexity. Build visual storytelling strategy into your decks—each slide should drive attention to one action. Simplify language, structure your message like a story, and anticipate the questions before they’re asked.

When you get this right, your analysis becomes a catalyst for change—not just a report.

Frequently Asked Questions

How do I simplify a Five Forces model for a non-technical audience?

Replace abstract terms with plain language. Turn “bargaining power of buyers” into “customers can demand lower prices.” Use color gradients to show threat levels, and focus on one force per slide. If the audience can’t summarize your point in one sentence, it’s too complex.

What’s the best way to structure a one-page executive summary?

Start with the single most urgent insight. Explain its business effect. Name the underlying force. Suggest one clear action. Avoid tables, graphs, or footnotes. Stick to one paragraph—no more than five sentences.

Can I use visuals from the Five Forces diagram in a presentation?

Yes—but only if they’re simplified. Remove technical labels. Use icons for forces. Highlight one red flag per slide. The goal is clarity, not completeness. A single strong image beats five weak ones.

How do I respond when an executive says, “This is just a framework”?

Agree and pivot. “Yes, it’s a framework—but it’s based on decades of real industry data. What makes it different is that it identifies which forces will actually move, and when. Let me show you how this played out in our sector last year.” Then cite a real example.

Should I include the Five Forces model in every presentation?

No. Use it only when the audience needs to understand competitive dynamics. For financial reviews, focus on KPIs. For strategy sessions, use the model to justify decisions. Match the tool to the goal.

How do I make my visuals accessible to people with color blindness?

Always pair color with pattern or texture. Use thick borders or icons to distinguish forces. Avoid relying on color alone. Test your slides in grayscale. If the message still holds, you’re good.