How to tell stories using data and statistics

Details how to use data and statistics in story telling by providing six golden rules for success.

Need to know

  • The storytelling potential of data transcends marketing. Data-driven storytelling offers potential right across business and society.
  • Lightly peppering narratives with just a handful of well-chosen, killer statistics is the key to data-driven storytelling success.
  • Use data in messaging with caution. The more information you deploy in arguments when you’re looking to convince others and to change people’s minds, the more likely the audience is to resist.
  • If you put all available data into the mixer and look for relationships, you’ll find a connection and be tempted to conclude it’s important, when in fact it’s a false positive....

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Insights Team
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