Latest news with #dataStorytelling
Forbes
30-06-2025
- Business
- Forbes
Data Storytelling: When Your Best Insights Meet Stubborn Minds
Even the most compelling insights can face resistance when they challenge existing perspectives. Data storytelling and change often go hand-in-hand. When you uncover a meaningful insight, your organization must introduce changes to address the identified problem or seize the unearthed opportunity ('do more of this' or 'less of that'). Change can be difficult even when it's the right decision for the business. Our natural reaction is to question or resist new information, not embrace it. We believe the red carpet will be rolled out to celebrate each discovery, but they're more likely greeted with caution and skepticism. How you communicate your insights is as critical as the analysis itself. Early in my career, I learned a valuable lesson about resistance. For a marketing project I was leading, a more senior team member within my department generated a lot of pushback against my approach. It felt as though he was hellbent on ensuring the project was a failure. After a couple of painful weeks of disagreement and stonewalling, I was becoming increasingly frustrated and worried about the project's approaching deadline. I decided to lay my ego aside and try a different tactic. Rather than demanding that he comply with my requests, I invited his advice on the project and discussed what I was trying to achieve. My less threatening and more collaborative approach worked. I was able to better understand his perspective about the project and find middle ground that would address his concerns and allow it to move forward. This experience taught me the importance of tailoring information to different situations and audiences. While we like to think the inherent value of our insights will ensure their adoption, workplace dynamics quickly teach us that how we share matters as much (if not more) than what you share. When it comes to data storytelling, you'll face many different forms of resistance, all which will demand slightly different strategies. In this article, I'll provide you with a roadmap for handling some of the most common forms of resistance. Replacing existing narratives with new, better ones Uncovering an insight means surfacing information that challenges people's existing understanding, forcing them to re-examine their assumptions. When you share the insight, you're not simply swapping out an outdated piece of information and inserting a new one in a plug-and-play manner. As author Shawn Callahan noted, 'You can't beat a good story with a fact; you can only beat it with a better story.' The human brain makes sense of the world through narratives, which act as mental shortcuts that help us process and organize information into meaning. The pre-existing facts and assumptions that shaped the previous understanding must be rewired or rebuilt to support the new insight. That's why storytelling is so essential because facts alone are incomplete. For each topic, your audience may have a shared or personal perspective or 'narrative' in their heads that is shaped by a mix of emotional, cognitive, and social factors: Each viewpoint is shaped by two dimensions: how well-formed the perspective is and how strongly held it is. A well-formed viewpoint will be backed by reasoning and data (even if it is inaccurate or outdated). A strongly-held one will be tied to someone's ego, reputation or identity. A well-formed, strongly held perspective will be the most resistant to change. A framework for navigating different types of audience resistance in data storytelling While stakeholders will welcome new opportunities or possibilities as good news, they may be wary of negative news that indicates problems or risks. However, it's not that simple. Stakeholders could embrace bad news if the insight leads to a better positive outcome such as improved business performance or greater cost savings. How receptive your audience will be influenced by their existing perspective, how well the insight aligns with their expectations, and whether they believe the outcome is actionable and worth the effort to change course. Even an uncomfortable truth can gain traction if it's framed within a compelling path forward. How you frame the story for an insight may be completely different from one audience to another. To help navigate these dynamics, I've developed the Narrative Tension Matrix that maps how facts interact with stakeholder perspectives. Understanding how your audience sees the current situation is critical: When there's alignment between the facts and their perspective, your story will likely reinforce their existing mindset. But when there's a disconnect, you may face resistance, especially if the numbers challenge their assumptions or expectations. Recognizing this tension allows you to tailor your story more effectively. You can frame insights in ways that reduce friction, build clarity, and drive buy-in and action. Let's take a closer look at the six scenarios of this model: Same data, different situations. Different reactions, different stories. This matrix reveals how the ... More tension between facts and perspective shapes your data narrative. In each of the following two scenarios, the facts align with your audiences' prevailing perspective. They may be surprised by details of the insight, but not by the overall direction. 1. Bitter Pill - 'The bad news you feared.'(Facts support / Perspective unfavorable) Stakeholders suspected something was wrong, and the data confirms their fears. Your objective is to drive urgency while acknowledging the challenges or difficulty involved. Tone: Direct, empathetic, respectful. Pro Tip: Quantify the cost of inaction to frame the significance and urgency. 2. Victory Lap - 'The good news you expected.'(Facts support / Perspective favorable) Audience believed things were going well, and the data confirms it. Your goal is to win over any remaining skeptics and build momentum for continued Confident, affirming, energizing. Pro Tip: Use forecasts or projections to build excitement. In these next four scenarios, the facts conflict with perspective, but that conflict could either expose an unexpected problem or uncover a surprising opportunity. 3. Gut Punch - 'It's worse than we thought.'(Facts conflict negatively / Perspective unfavorable) Stakeholders assumed the situation was bad, but the data indicates it's worse than expected. Your goal is to create clarity and courage in the face of difficult truths. Tone: Calm, confident, and resolute. Pro Tip: Focus on small, achievable next steps to avoid feeling overwhelmed or defeated. 4. Silver Lining - 'Not as bad as we feared.'(Facts conflict positively / Perspective unfavorable) People assumed things were bad, but the data reveals it's not as bad as they thought. Your objective is to reframe the pessimism and inspire hope. Tone: Reassuring, grounded, constructive. Pro Tip: Give them permission to be cautiously optimistic. Acknowledge their wariness was reasonable given the information they had. 5. Balloon Pop - 'Optimism, meet reality.'(Facts conflict negatively / Perspective favorable) People are optimistic about the current state, but the data contradicts that belief. Your goal is to gently challenge the false expectations and reframe them in terms of what's more realistic. Tone: Diplomatic, respectful, cautionary. Pro Tip: Start with shared aspirations and then introduce conflicting facts carefully. Try to preserve dignity (save face) since the optimism was publicly held. 6. Gold Mine - 'It's better than we thought.'(Facts conflict positively / Perspective favorable) Audience thought things were going well, but they are even better than they realized. Your objective is to address potential disbelief or skepticism that could impede adoption. Tone: Uplifting, enthusiastic, confident. Pro Tip: Quantify the unexpected gain and be prepared to defend your calculations and methodology. Three key takeaways from this framework When we step back from the data, this framework reveals effective data storytelling is often about managing the audience's emotional journey from their current mindset to a new reality. Unexpected positive results (Gold Mine) may trigger more skepticism and resistance than expected negative ones (Bitter Pill). People may react more strongly to data that makes them feel bad than to data that simply makes them look bad. Here are three key takeaways from this framework: Author and poet Maya Angelou once observed, 'People will forget what you said, people will forget what you did, but people will never forget how you made them feel.' This wisdom applies perfectly to data storytelling. Your insights might be highly transformative, but if you make your audience feel defensive, surprised, or unprepared, they'll resist even the most compelling evidence. If you can master this emotional journey with your communication, even your most challenging insights become catalysts for meaningful change.
The Australian
23-06-2025
- Business
- The Australian
Power of data visualisation: good data storytelling boosts business
Data storytelling is redefining the way many businesses communicate by turning complex information into a clear, meaningful story to help people understand what the data says and why it matters. But not everyone is comfortable with the change. New research has unearthed a 'data dilemma'. A global Canva survey of more than 2400 marketing and sales professionals shows while data dependency is growing, data competence is lagging. Almost 90 per cent of those surveyed work with data or spreadsheets weekly and around three-quarters say data reliance has increased in their workplace in the past two years. But two-thirds are anxious about working with data and 30 per cent go so far as to avoid it altogether – despite recognising its value. The confidence-capability gap shows up in specific technical challenges such as struggling with formulas and analysing data to identify key insights. Canva says this data dilemma contributes to data errors, heightens workplace anxiety, hinders productivity and ultimately prevents teams from unlocking the full power of the insights available. Duncan Clark, head of EMEA at Canva and co-founder of Flourish, a Canva company, says this is something businesses need to address, given data's growing centrality to the way we work. 'We now live in a world where every decision we make has to be informed by data, but also everything we do generates new data on which we can base new decisions,' Clark said. 'Everyone these days is expected to work with data, but not everyone gets the training they need to give them the confidence to do that effectively. There's a lot of people who are data-shy, but training, combined with easy-to-use tools, can put everyone on a journey towards data self-confidence.' Duncan Clark is head of EMEA at Canva and co-founder of Flourish, a Canva company Clark said it was up to businesses to prioritise training and make sure people had access to the right tools they could actually use. 'Suddenly, rather than data being constrained to the data scientists or the specialists, it's something that everyone is now working with, and therefore it's important to prioritise that skill set across the whole business.' When it comes to the right tools, Clark said Canva's numbers spoke for themselves. 'We now have over 230 million people in 190 countries using Canva each month and aspire to reach one billion users, which equates to roughly one in every five internet users globally. We've crossed one in six in Spain, one in seven in France, one in five in The Philippines. So it's become very much part of the culture in many countries.' It's also becoming part of business culture. Currently used by 95 per cent of the Fortune 500, Canva is signing multimillion-dollar deals for large-scale rollouts globally and counts the likes of DocuSign, FedEx, Atlassian and Snowflake as customers of its enterprise offering. Clark said: 'With organisations increasingly relying on data to anticipate market trends and inform business strategy, data storytelling isn't merely a competitive advantage, it's a business imperative. 'When teams can effectively visualise campaign performance or present data-backed customer insights, organisations make smarter decisions and drive growth.' Deloitte chief marketing officer and Canva Enterprise customer Carmen Roche said in today's data-driven world, good data storytelling could make a big difference. 'If we've written a 50-plus-page report that we're asking someone to engage with, we're asking them to make a really big investment of their time. So it's on us to make it as engaging as possible, and that's where great data storytelling comes in. 'We know from research that's been done that good data storytelling can contribute to a 20 per cent improvement in business performance.' The research also showed AI is increasingly becoming a powerful partner in data workflows. More than three-quarters of those surveyed believed AI could improve their ability to work with data, whether suggesting more effective ways to visualise information or data cleaning and preparation. But Clark said any idea that there were fewer people designing because AI was doing it for them, just didn't fit with what Canva was seeing. 'What we're seeing is AI making design more accessible and available, and therefore more and more people doing it. And the more design we have, the more demand there is for professional designers to bring that editing layer, that nuance, that brand sensibility. 'So the general trend we're observing is that AI is an incredibly effective workflow tool, rather than a tool that's replacing the creative parts of either data or marketing workflows. 'The goal isn't to make everyone a data scientist but to empower teams to confidently use the data at their disposal to craft compelling, engaging stories, whether it's for internal presentations or external content. 'Data alone doesn't move people, stories do – that's what we should focus on.' - Disclaimer This publication contains general information only and Deloitte is not, by means of this publication, rendering accounting, business, financial, investment, legal, tax, or other professional advice or services. This publication is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your business. Before making any decision or taking any action that may affect your business, you should consult a qualified professional advisor. Deloitte shall not be responsible for any loss sustained by any person who relies on this publication. About Deloitte Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee ('DTTL'), its network of member firms, and their related entities. DTTL and each of its member firms are legally separate and independent entities. Please see to learn more. Copyright © 2025 Deloitte Development LLC. All rights reserved. -
Geeky Gadgets
23-05-2025
- Business
- Geeky Gadgets
What is Data Storytelling and Why Does It Matter in Business?
What makes one presentation unforgettable while another fades into obscurity? The answer often lies in the art of storytelling—and in today's data-driven world, this art has taken on a new form. Imagine a team of executives staring at a dense spreadsheet, struggling to make sense of the numbers. Now, picture the same data transformed into a vivid narrative: a story that not only explains the trends but also reveals the underlying causes and inspires actionable solutions. This is the power of data storytelling, a skill that has rapidly become indispensable in the modern workplace. By blending analysis, visuals, and narrative, it turns raw information into insights that resonate, persuade, and drive results. No wonder employers are scrambling to find professionals who can wield this fantastic skill. Mo Chen explores why data storytelling has risen to the top of employers' wish lists and how it's reshaping the way businesses operate. You'll discover how this approach goes beyond traditional data visualization, offering deeper context and emotional resonance that bridges the gap between technical and non-technical audiences. Whether you're a data analyst aiming to amplify your impact or a leader seeking to foster collaboration, understanding the nuances of data storytelling can unlock new opportunities. So, what makes this skill so uniquely valuable—and how can it help you stand out in a crowded job market? Let's unpack the answers together. Mastering Data Storytelling Employers value this skill because it directly contributes to better decision-making, fosters collaboration across teams, and delivers measurable business outcomes. By presenting data in a way that resonates with diverse audiences, data storytelling ensures that insights are understood and acted upon, driving tangible results for organizations. How Data Storytelling Differs from Data Visualization While data visualization is a critical component of data analysis, it often stops at presenting information through visual formats such as charts, graphs, or dashboards. Data storytelling, on the other hand, takes this a step further by weaving a narrative around the data. This narrative not only explains the 'what' but also provide more insights into the 'why,' offering deeper context and emotional resonance. For example, a line graph showing a decline in sales over a quarter provides clarity about the trend. However, a story that explains the underlying causes—such as shifts in consumer behavior or supply chain disruptions—and suggests actionable solutions transforms that clarity into meaningful insight. By bridging the gap between raw data and decision-making, storytelling ensures that insights are not only understood but also acted upon effectively. The Importance of Narrative Structure A well-structured narrative is the backbone of effective data storytelling. Without a clear structure, even the most compelling data can fail to engage or inform its audience. A strong narrative ensures that insights are presented logically, making it easier for the audience to follow and retain key takeaways. Common narrative frameworks include: Beginning, middle, and end: Start by setting the context, present the data to highlight key findings, and conclude with actionable insights or recommendations. Start by setting the context, present the data to highlight key findings, and conclude with actionable insights or recommendations. Problem, solution, benefit: Identify a challenge, propose a data-driven solution, and emphasize the potential benefits or outcomes of implementing that solution. Identify a challenge, propose a data-driven solution, and emphasize the potential benefits or outcomes of implementing that solution. Setting, hook, rising insights, central insight, resolution: Engage your audience with a compelling introduction, build toward a central insight, and conclude with a resolution that ties everything together. By organizing data into a coherent story, you make it easier for your audience to connect with the information, understand its implications, and take meaningful action. Why Data Storytelling is the Number One Skill Employers Want Watch this video on YouTube. Uncover more insights about data storytelling in previous articles we have written. Why Data Storytelling Matters for Businesses The ability to tell stories with data has a profound impact on business performance. It enables organizations to make smarter, evidence-based decisions by providing actionable context. For instance, a retail company analyzing customer purchasing patterns through storytelling can uncover trends that inform marketing strategies, leading to increased sales and customer retention. Data storytelling also plays a crucial role in bridging the gap between technical and non-technical teams. By simplifying complex data, it ensures that senior leaders, stakeholders, and other non-technical audiences can understand and act on the insights. This shared understanding fosters collaboration, aligns teams around common objectives, and uncovers opportunities for strategic growth. Moreover, storytelling enhances communication across all levels of an organization. Whether presenting to executives, clients, or team members, a well-crafted data story ensures that the message is clear, engaging, and actionable. Techniques for Crafting Effective Data Stories Creating impactful data stories requires a deep understanding of your audience. Tailor your narrative to address their specific needs, motivations, and concerns. By doing so, you ensure that your story resonates and drives meaningful action. One effective technique is to highlight the human impact of the data. For example, instead of merely stating that a new policy reduced operational costs, explain how it improved employee satisfaction or enhanced customer experiences. This approach makes the data more relatable and memorable. Additionally, always conclude your story with actionable recommendations. A strong ending not only reinforces the key takeaways but also inspires your audience to act. By keeping your audience's perspective at the forefront, you can craft stories that are both engaging and effective. The Three Pillars of Data Storytelling Successful data storytelling is built on three core elements that work together to transform raw information into actionable insights: Data: The foundation of any story. Accurate, relevant, and well-prepared data ensures credibility and trust. Without reliable data, even the most compelling narrative will fail to resonate. The foundation of any story. Accurate, relevant, and well-prepared data ensures credibility and trust. Without reliable data, even the most compelling narrative will fail to resonate. Visuals: The tools that make data accessible and understandable. Charts, graphs, and infographics help convey complex information quickly and clearly, making it easier for audiences to grasp key points. The tools that make data accessible and understandable. Charts, graphs, and infographics help convey complex information quickly and clearly, making it easier for audiences to grasp key points. Narrative: The emotional and contextual layer that connects the data to your audience. A compelling story brings the data to life, making it memorable and actionable. When these elements are combined effectively, they create a powerful tool for communication. Data storytelling not only informs but also engages and inspires action, making it an essential skill in today's data-driven workplace. The Growing Relevance of Data Storytelling As businesses increasingly rely on data to shape their strategies, the ability to craft compelling data stories has become a critical asset. Whether you are a data analyst, marketer, or executive, mastering this skill can enhance your ability to communicate complex information in a way that drives results. Data storytelling is more than just a technical skill—it is a strategic capability that bridges the gap between raw information and actionable insights. By combining data, visuals, and narrative, it enables organizations to make informed decisions, foster collaboration, and achieve their goals. In a competitive landscape where data is abundant but attention spans are limited, the ability to tell stories with data will continue to be a defining factor for success. Media Credit: Mo Chen Filed Under: Guides Latest Geeky Gadgets Deals Disclosure: Some of our articles include affiliate links. 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