The Strategic Data-Backed Story Ending
Written by Dr. Sally Perkins , Authenticx
To inspire an audience to act based on a data-backed story, the “New Normal” created at the end of the story must be strategically communicated. If the “New Normal” doesn’t exist yet, it needs to be projected in the form of a vision or the audience may need to participate in creating the “New Normal.”??
Whether the “New Normal” exists or is cast as a vision, it needs to be communicated swiftly because audiences naturally need the story to come to an end.?
Read these three Data-Backed Storytelling Tips to learn more about how to shape the ending of your data-backed story.????
1. To reach audience resolution, data-backed stories might be “unfinished stories.”
Yes, you can tell an incomplete story…but you must help the audience envision the ending they want.
A good story contains four elements: the “Normal,” the “Uh Oh,” the “Intervention,” and the “New Normal.”
Three possibilities exist for the “Intervention” part of the story:
Read the rest of the tip to define the three Intervention possibilities — click here!
2. Create a new reality to end your data-backed story.
As audience members, we’re trained to anticipate a “New Normal” at the end of the story—a snapshot of life after the characters’ conflict ends.? Sometimes we’re given just a glimpse, and we’re left to our imaginations to envision what that new normal might look like for the characters.
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In the same way, a data-backed story might contain a clear “New Normal”: “Here’s the impact from the changes we made to our service…data, data.”
Or, if the story is unfinished, the “New Normal” might be a projected ideal state: “If we make these changes, we could decrease our labor costs, increase our profit margin by 7%, and most importantly provide a world-class customer experience.”
Read the entire tip to break down how a new reality, or "New Normal", can motivate your audience — click here!
3. Keep the “New Normal” brief. Really brief.
Which of the four parts of a story most captivates the audience?
The “Uh Oh” and the “Intervention.”
Why? That’s where the pain and suspense lie.? We know from neuro-economist Paul Zak that pain and suspense increase our cortisol levels, and cortisol keeps us focused.
Read the whole tip to learn how to keep your readers' attention best (and brief) — click here!
Sally Perkins serves as Sr. Manager of?Storytellers at Authenticx. She analyzes quantitative and qualitative conversational data from which she crafts impactful data-backed stories that offer insights into how professionals across industries, such as healthcare, can improve the customer experience and their business outcomes.?
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The four elements of a good story—“Normal,” “Uh Oh,” “Intervention,” and “New Normal”—are crucial for guiding the audience through the narrative. This structure not only keeps the audience engaged but also helps them understand the journey and the changes that need to occur. It’s a brilliant framework for data storytelling!