There are some simple and effective rules of data-driven storytelling that help everyone tell more compelling, evidence-based stories, whoever they need to convince. Narrative by Numbers: How to Tell Powerful and Purposeful Stories with Data by Sam Knowles shows you how.

With more data around than ever before, it has never been more important to recognise that the data isn't the story, but can be the foundation of impactful and influential storytelling and brand communication. Sam Knowles shows how to bring analytics and storytelling together in Narrative by Numbers.

Central ideas and arguments

Knowles has six principles, or rules, of data-driven storytelling that he presents in a clear and simple formula theory, theory in practice, and case study. His reference points are wide, and his tales dart from ancient Greek philosophers, through Premier League managers, Mad Men and behavioural economics to Trump and Brexit.