Konstantin Dzhengozov, Co-founder and CFO of Payhawk, a leading spend management platform, has called on finance leaders to embrace storytelling as a critical skill in an era where artificial intelligence (AI) is increasingly dominating computational tasks.
Dzhengozov emphasized that while AI can process data and generate reports faster than any human, it cannot make numbers resonate emotionally or connect them to the aspirations and concerns of stakeholders.
“AI will never care. Nor will it read the politics of a boardroom or adapt to a raised eyebrow,” Dzhengozov said. “The one skill AI will never take from a great finance leader is the ability to make numbers mean something and make people care about them.” He argued that compelling storytelling, grounded in bulletproof facts, is now essential for finance professionals to engage boards, investors, and employees effectively.
Dzhengozov highlighted that automation has transformed the role of finance teams, shifting their focus from routine tasks like updating forecasts to orchestrating company-wide growth. “The edge no longer belongs to the one who builds the tightest spreadsheet,” he noted, reflecting on his own experience of presenting data-heavy reports that failed to engage audiences. Instead, he advocated for finance leaders to craft narratives that explain why numbers matter, using stories with purpose, tension, and clear resolutions.
To help finance professionals communicate more effectively, Dzhengozov proposed a five-step approach to storytelling. He explained that every presentation should begin with a clear purpose, setting out the decision that needs to be made by the end. This should be followed by a hook—a relatable example, such as a supplier’s unexpected price hike, that creates an emotional connection with the audience.
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Next comes the tension, where the presenter highlights risks or trade-offs, for instance, how rising costs could impact profit margins. From there, the focus shifts to insight, moving beyond raw numbers to interpret what they mean—such as exposing the dangers of over-reliance on a single vendor. Finally, the story should lead to a resolution, presenting a credible way forward, complete with clear options and a realistic timeline for action.
Central to effective storytelling, Dzhengozov stressed, is a “single source of truth” for financial data. He described Payhawk’s vision of a “finance forward” command center, a unified system that integrates data from across an enterprise to ensure trustworthy forecasts and narratives. “With a single source of truth, you’ll know the story you’re telling is sound,” he said, emphasizing its importance for building trust and driving decisions.
Dzhengozov’s advice extends beyond boardrooms to investor days, all-hands meetings, and sales kickoffs, where finance leaders must articulate how their company creates value and outline a clear path forward. By blending emotion and intelligence, he believes finance professionals can align stakeholders faster and inspire action.
