How to Tell a Good Story with Data
Storytelling is an art form and is an incredibly important communication tool that gives the audience more context. A narrative paints a picture so that the appropriate contextualization is shared and the full story can be understood. Here are a few ideas to help ensure the story is always part of the messaging process:
Start With a Story
Storytelling is the stickiness that frames the communication
- Descriptors like people, pictures, colors, sounds, and points of view drive the point home
- Consider starting with an overview or executive summary so that the reader knows where you’re taking them from the onset
Craft connection
The best presentations have an idea, a story, a personal narrative, data, and visuals.
Know your audience
The type of story matters depends on your audience.
- Bias and preconceived notions are inherently human. The quality of decision-making can degrade with more information because it activates, at times, our base beliefs and masks our true feelings.
- An effectively told story can change the tone and tenor of the audience
Make the data entertaining
Frame your data in an amusing or comedic way so the audience knows what the message is and the associated actions that can be taken
- Comedians are the best storytellers because they share data, facts, and build a story and deliver a punchline.
Put things into context
Use data plus stories, anecdotes, and colloquialisms to help illustrate your points and to most importantly, connect with your audience
- Stories with data and context allow us to see into other perspectives different from our own
- Tap into a collective spirit that connects rather than divides
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