Most ideas get delivered in the wrong format. Someone lays out the logic: data, tradeoffs, recommendation, structured like a memo. That's exactly right for a document read alone at your own pace. It's exactly wrong for a live meeting, where an idea competes against other people's phones, other people's thoughts, and the clock.
Ideas travel through a room in story form, not data form. A story has a situation, a tension, and a resolution, and attention is built to track that shape. "We shipped last month assuming X. Tickets show that's wrong for 30% of users. Here's the fix" gets attention that the same information as bullets does not, because the bullets ask the listener to assemble the meaning themselves.
This isn't about entertainment. It's about matching format to how attention works in a room where people are half-listening to you and half-tracking three other things. Data asks the listener to build meaning. Story delivers meaning already assembled.
If your ideas get ignored, check the format before blaming the idea. Raw analysis is easy to skip past because nothing in it demands to be followed. A clear before, break, and after is much harder to tune out, because the room can feel it's headed somewhere and wants to know where it lands.
The IBC course teaches that ideas travel in story form, situation, tension, resolution, not in data form, so a technically sound idea delivered as raw analysis is easy for a distracted room to skip past.