"A random collection of interesting but disconnected facts will lack the unifying theme to become a data story - it may be informative, but it won’t be insightful." (Brent Dykes, "Effective Data Storytelling: How to Drive Change with Data, Narrative and Visuals", 2019)
"An essential underpinning of both the kaizen and lean methodologies is data. Without data, companies using these approaches simply wouldn’t know what to improve or whether their incremental changes were successful. Data provides the clarity and specificity that’s often needed to drive positive change. The importance of having baselines, benchmarks, and targets isn’t isolated to just business; it can transcend everything from personal development to social causes. The right insight can instill both the courage and confidence to forge a new direction - turning a leap of faith into an informed expedition." (Brent Dykes, "Effective Data Storytelling: How to Drive Change with Data, Narrative and Visuals", 2019)
"Analysis is a two-step process that has an exploratory and an explanatory phase. In order to create a powerful data story, you must effectively transition from data discovery (when you’re finding insights) to data communication (when you’re explaining them to an audience). If you don’t properly traverse these two phases, you may end up with something that resembles a data story but doesn’t have the same effect. Yes, it may have numbers, charts, and annotations, but because it’s poorly formed, it won’t achieve the same results." (Brent Dykes, "Effective Data Storytelling: How to Drive Change with Data, Narrative and Visuals", 2019)
"Are your insights based on data that is accurate and reliable? Trustworthy data is correct or valid, free from significant defects and gaps. The trustworthiness of your data begins with the proper collection, processing, and maintenance of the data at its source. However, the reliability of your numbers can also be influenced by how they are handled during the analysis process. Clean data can inadvertently lose its integrity and true meaning depending on how it is analyzed and interpreted." (Brent Dykes, "Effective Data Storytelling: How to Drive Change with Data, Narrative and Visuals", 2019)
"Before you can even consider creating a data story, you must have a meaningful insight to share. One of the essential attributes of a data story is a central or main insight. Without a main point, your data story will lack purpose, direction, and cohesion. A central insight is the unifying theme (telos appeal) that ties your various findings together and guides your audience to a focal point or climax for your data story. However, when you have an increasing amount of data at your disposal, insights can be elusive. The noise from irrelevant and peripheral data can interfere with your ability to pinpoint the important signals hidden within its core." (Brent Dykes, "Effective Data Storytelling: How to Drive Change with Data, Narrative and Visuals", 2019)
"Data storytelling can be defined as a structured approach for communicating data insights using narrative elements and explanatory visuals." (Brent Dykes, "Effective Data Storytelling: How to Drive Change with Data, Narrative and Visuals", 2019)
"Data storytelling gives your insight the best opportunity to capture attention, be understood, be remembered, and be acted on. An effective data story helps your insight reach its full potential: inspiring others to act and drive change." (Brent Dykes, "Effective Data Storytelling: How to Drive Change with Data, Narrative and Visuals", 2019)
"Data storytelling involves the skillful combination of three key elements: data, narrative, and visuals. Data is the primary building block of every data story. It may sound simple, but a data story should always find its origin in data, and data should serve as the foundation for the narrative and visual elements of your story." (Brent Dykes, "Effective Data Storytelling: How to Drive Change with Data, Narrative and Visuals", 2019)
"Data storytelling is transformative. Many people don’t realize that when they share insights, they’re not just imparting information to other people. The natural consequence of sharing an insight is change. Stop doing that, and do more of this. Focus less on them, and concentrate more on these people. Spend less there, and invest more here. A poignant insight will drive an enlightened audience to think or act differently. So, as a data storyteller, you’re not only guiding the audience through the data, you’re also acting as a change agent. Rather than just pointing out possible enhancements, you’re helping your audience fully understand the urgency of the changes and giving them the confidence to move forward." (Brent Dykes, "Effective Data Storytelling: How to Drive Change with Data, Narrative and Visuals", 2019)
"Data storytelling provides a bridge between the worlds of logic and emotion. A data story offers a safe passage for your insights to travel around emotional pitfalls and through analytical resistance that typically impede facts." (Brent Dykes, "Effective Data Storytelling: How to Drive Change with Data, Narrative and Visuals", 2019)
"Even with a solid narrative and insightful visuals, a data story cannot overcome a weak data foundation. As the master architect, builder, and designer of your data story, you play an instrumental role in ensuring its truthfulness, quality, and effectiveness. Because you are responsible for pouring the data foundation and framing the narrative structure of your data story, you need to be careful during the analysis process. Because all of the data is being processed and interpreted by you before it is shared with others, it can be exposed to cognitive biases and logical fallacies that distort or weaken the data foundation of your story." (Brent Dykes, "Effective Data Storytelling: How to Drive Change with Data, Narrative and Visuals", 2019)
"Even though data is being thrust on more people, it doesn’t mean everyone is prepared to consume and use it effectively. As our dependence on data for guidance and insights increases, the need for greater data literacy also grows. If literacy is defined as the ability to read and write, data literacy can be defined as the ability to understand and communicate data. Today’s advanced data tools can offer unparalleled insights, but they require capable operators who can understand and interpret data." (Brent Dykes, "Effective Data Storytelling: How to Drive Change with Data, Narrative and Visuals", 2019)
"First, from an ethos perspective, the success of your data story will be shaped by your own credibility and the trustworthiness of your data. Second, because your data story is based on facts and figures, the logos appeal will be integral to your message. Third, as you weave the data into a convincing narrative, the pathos or emotional appeal makes your message more engaging. Fourth, having a visualized insight at the core of your message adds the telos appeal, as it sharpens the focus and purpose of your communication. Fifth, when you share a relevant data story with the right audience at the right time (kairos), your message can be a powerful catalyst for change." (Brent Dykes, "Effective Data Storytelling: How to Drive Change with Data, Narrative and Visuals", 2019)
"Forward-thinking organizations look to empower more of their workers with data so they can make better-informed decisions and respond more quickly to market opportunities and challenges." (Brent Dykes, "Effective Data Storytelling: How to Drive Change with Data, Narrative and Visuals", 2019)
"In addition to managing how the data is visualized to reduce noise, you can also decrease the visual interference by minimizing the extraneous cognitive load. In these cases, the nonrelevant information and design elements surrounding the data can cause extraneous noise. Poor design or display decisions by the data storyteller can inadvertently interfere with the communication of the intended signal. This form of noise can occur at both a macro and micro level." (Brent Dykes, "Effective Data Storytelling: How to Drive Change with Data, Narrative and Visuals", 2019)
"The intended endpoint or destination of a data story is to guide an audience toward a better understanding and appreciation of your main point or insight, which hopefully leads to discussion, action, and change. However, if you have several divergent findings and try to combine them into a single data story, you may run the risk of confusing your audience or overwhelming them with too much information. To tell a cohesive data story, you must prioritize and limit what you focus on. Sometimes an insight deserves its own data story rather than being appended to the narrative of another insight." (Brent Dykes, "Effective Data Storytelling: How to Drive Change with Data, Narrative and Visuals", 2019)
"The one unique characteristic that separates a data story from other types of stories is its fundamental basis in data. [...] The building blocks of every data story are quantitative or qualitative data, which are frequently the results of an analysis or insightful observation. Because each data story is formed from a collection of facts, each one represents a work of nonfiction. While some creativity may be used in how the story is structured and delivered, a true data story won’t stray too far from its factual underpinnings. In addition, the quality and trustworthiness of the data will determine how credible and powerful the data story is." (Brent Dykes, "Effective Data Storytelling: How to Drive Change with Data, Narrative and Visuals", 2019)
"The success of your narratives will depend on your ability to effectively perform the following tasks and responsibilities as the data storyteller: Identify a key insight. [...] Minimize or remove bias. [...] Gain adequate context. [...] Understand the audience. [...] Curate the information. [...] Assemble the story. [...] Choose the visuals. [...] Add credibility." (Brent Dykes, "Effective Data Storytelling: How to Drive Change with Data, Narrative and Visuals", 2019)
"There are eight audience considerations that can influence how you approach your data story: (1) Key goals and priorities. [...] (2) Beliefs and preferences. [...] (3) Specific expectations. [...] (4) Opportune timing. [...] (5) Topic familiarity. [...] (6) Data literacy. [...] (7) Seniority level. [...] (8) Audience mix." (Brent Dykes, "Effective Data Storytelling: How to Drive Change with Data, Narrative and Visuals", 2019)
"When narrative is coupled with data, it helps to explain to your audience what’s happening in the data and why a particular insight is important. Ample context and commentary are often needed to fully appreciate an analysis finding. The narrative element adds structure to the data and helps to guide the audience through the meaning of what’s being shared." (Brent Dykes, "Effective Data Storytelling: How to Drive Change with Data, Narrative and Visuals", 2019)
"When visuals are applied to data, they can enlighten the audience to insights that they wouldn’t see without charts or graphs. Many interesting patterns and outliers in the data would remain hidden in the rows and columns of data tables without the help of data visualizations. They connect with our visual nature as human beings and impart knowledge that couldn’t be obtained as easily using other approaches that involve just words or numbers." (Brent Dykes, "Effective Data Storytelling: How to Drive Change with Data, Narrative and Visuals", 2019)
"While a story can act as a powerful delivery agent for sharing facts, the intent of data storytelling should never be to deceive an audience. Just like falsifying data is unacceptable, using narrative in a manipulative manner is similarly irresponsible. Instead, data storytelling should be viewed as a means of making insights more compatible with the human mind and more conducive to comprehension and retention." (Brent Dykes, "Effective Data Storytelling: How to Drive Change with Data, Narrative and Visuals", 2019)
"While visuals are an essential part of data storytelling, data visualizations can serve a variety of purposes from analysis to communication to even art. Most data charts are designed to disseminate information in a visual manner. Only a subset of data compositions is focused on presenting specific insights as opposed to just general information. When most data compositions combine both visualizations and text, it can be difficult to discern whether a particular scenario falls into the realm of data storytelling or not." (Brent Dykes, "Effective Data Storytelling: How to Drive Change with Data, Narrative and Visuals", 2019)
"You no longer need to have the words 'data' or 'analyst' in your job title to be immersed in numbers and be expected to use them on a regular basis. Data is now everyone’s responsibility. In fact, the Achilles’ heel of any analyst is a lack of context - something most business users have in spades. A sharp analyst can miss something in the data that is easily spotted by the seasoned eyes of a business user, who can draw on years of domain expertise. Data doesn’t care who you are or what your analytical skill level is - it’s willing to yield up insights to whoever is diligent and curious enough to find them. Greater data access means valuable insights can be discovered by people of all backgrounds - not just technical ones." (Brent Dykes, "Effective Data Storytelling: How to Drive Change with Data, Narrative and Visuals", 2019)
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