The Potent Power of Data Storytelling

Whether your sharing data with customers externally, or communicating vital business intelligence internally, top professionals in any field today need to recognize the importance of combining data with storytelling in order to create a memorable experience with people they are serving. The most critical information all of us have learned from our family, culture, religion, and education have come via impactful stories. The truth is our brain is wired to emotionally connect with storytelling and often this is where long term relationships are born. A recent study showed when someone is given cold hard data, less than 5% could later remember a single statistic. However, when that same data is warmed up and incorporated into a narrative and visual story, the recall number skyrockets to 65%.

Data storytellers know their right from their left. Neuroscience explains how the left side of the brain is looking only for the facts, or the right or wrong answer. This side of the brain wants more and more data, and cannot make a decision until there is 100% confidence that there is enough information to be assured the best choice was made. The right side of the brain is creative, inventive, and imaginative. This side of the brain emotionally says “I need that” or “I want that” and this side of the brain is where a person has their aha moment.

Data tells, stories sell. Storytellers who can take data and build a visual memorable persuasive story will win the day every time. Data alone will not be enough unless you can build a bridge to the emotional side of the brain with a story that not only creates engagement, but inspires a magical moment that connects with people and compels them to take action on the information.

Data storytellers actively listen. It seems counter-intuitive that a great data storyteller would be an active listener, but it is part of their natural makeup. Being an effective data storyteller you appreciate and enjoy learning from other people’s stories, so you are naturally inclined to draw them out and tap into the right side of their brain. People have a built in respect for others when they are encouraged to share a story, because it puts the moment in a relaxed state where there is no sense of artificial pressure.

Data storytellers are authentic. The most important gift you can give someone is being yourself, and data storytellers know this. Other people who are not as successful think they have to be faultless with no flaws, where data storytellers know that their vulnerabilities are part of their charm. Statistics shared on their own can make people feel defensive, uneasy, and cause them to defend positions that are not in their best interest. Data storytellers are able to gain trust, be memorable, and not come off as an intellectual know it all.

Data storytellers are no longer statistical geeks. There is nothing more attractive than people who love to share. Data storytellers are magnetic to others because they enjoy sharing facts, information, and experiences naturally with a great deal of positive energy and passion with the ultimate goal of helping someone solve a problem. Data storytellers make people feel at ease learning about what can help them grow and capture new market share.

Data storytellers connect with new generations. Born in 2010, generation Alpha will eventually outnumber generation Z. This generation will have grown up solely with technology, but will expect more than data to earn their loyalty to any brand. Generation Alpha demands companies have a greater purpose than simply the features and benefits of their product. This generation watches less TV and is being influenced by their favorite YouTube celebrities, who are able to entertain, engage, and create buzz by combining storytelling and data when reviewing a product or service. Generation Alpha is more diverse, intelligent, and tech savvy, but their real power is how they influence the purchasing choices adults make. Inspired by storytelling that is intertwined with data, they will share why something should be bought as opposed to what to buy. This ability to factually and passionately persuade is a seismic shift on the influence of all purchases every single member of their family makes, be it big ticket items, gaming, vacationing, grocery shopping, dining out, etc.

Data storytellers are not heroes. Every story has a hero, and data storytellers have the needed emotional intelligence to know it is not them. Data storytellers are other person centered, and know their part is to support and discover solutions to the needs of the individual they are trying to help, and in the end make that person the hero.  

The connection of being a great data storyteller is powerful and the bond between them and others is never forgotten. People who employ data storytelling will find being an effective communicator more meaningful, because the left side of the brain draws upon the emotions of the right side when a verdict is made. This is the stuff that makes up a doctor having good bedside manner, a lawyer having great closing arguments, and will help make you an unforgettable leader in your field. Remember, the greatest value you bring to your relationships is combining your experiences, data, and insight all while being yourself. You will be amazed how keeping it down to earth and real with people, then incorporating inspiring storytelling with data, will place you head and shoulders above the rest of the pack.