Business Intelligence: Data Modeling (Part V: From Data to Storytelling III)

Business Intelligence Series 

As children we heard or later read many stories, and even if few remained imprinted in memory, we can still recognize some of the metaphors and ideas used. Stories prepared us for life, and one can suppose that the business stories we hear nowadays have similar intent, charge and impact. However, if we dig deeper into each story and dissect it, we may be disappointed by its simplicity, the resemblance to other stories, to what we've heard over time. Moreover, stories can bring also negative connotations, that can impact any other story we hear. 

From the scores or hundreds of distinct stories that have been told, few reach a magnitude that can become more than the stories themselves, few become a catalyst for the auditorium, and even then they tend to manipulate. Conversely, well-written transformative stories can move mountains when they resonate with the auditorium. In a leader’s motivational speech such stories can become a catalyst that moves people in the intended direction.

Children stories are quite simple and apparently don’t need special constructs even if the choice of words, structure and messages is important. Moving further into organizations, storytelling becomes more complex, upon case, structures and messages need to follow certain conventions within some politically correct scripts. Facts become important to the degree they serve the story, though the purposes they serve change with time, becoming secondary to the story. Storytelling becomes thus just of way of changing the facts as seems fit to the storyteller. 

Storytelling has its role in organizations for channeling the multitude of messages across various structures. However, the more one hears the word storytelling, the more likely one is closer to fiction than to business decision-making. It's also true that the word in itself carries a power we all tasted during childhood and why not much later. The word has a magic power that appeals to our memories, to our feelings, to our expectations. However, as soon one's expectations are not met, the fight with the chimeras turns into a battle of our own. Yes, storytelling has great power when used right, when there's a story to tell, when the business narratives are worth telling. 

The problem with stories is that no matter how much they are based on real facts or happenings, they become fictitious in time, to the degree that they lose some of the most important facts they were based on. That’s valid especially when there’s no written track of the story, though even then various versions of the story can multiply outside of the standard channels and boundaries. 

Even if the author tried to keep the story as close to the facts, the way stories are understood, remembered and retold depend on too many factors - the words used, the degree to which metaphors and similar elements are understood, remembered and transmitted correctly, the language used, the mental structure existing in the auditorium, the association of words, ideas or metaphors, etc.

Unfortunately, the effect of stories can be negative too, especially when stories are designed to manipulate the auditorium beyond any ethical norms. When they don’t resonate with the crowd or are repeated unnecessary, the narratives may have adverse effects and the messages can get lost in the crowd or create resistance. Moreover, stories may have a multifold and opposite effect within different segments of the auditorium. 

Storytelling can make hearts and minds resonate with the carried messages, though misdirected, improper or poorly conceived stories have also the power to destroy all that have been built over the years. Between the two extremes there’s a small space to send the messages across!

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Business Intelligence: Data Modeling (Part III: From Data to Storytelling I)

Business Intelligence Series

Data is an amalgam of signs, words, numbers and other visual or auditory elements used together to memorize, interpret, communicate and do whatever operation may seem appropriate with them. However, the data we use is usually part of one or multiple stories - how something came into being, what it represents, how is used in the various mental and non-mental processes - respectively, the facts, concepts, ideas, contexts places or other physical and nonphysical elements that are brought in connection with.

When we are the active creators of a story, we can in theory easily look at how the story came into being, the data used and its role in the bigger picture, respective the transformative elements considered or left out, etc. However, as soon we deal with a set of data, facts, or any other elements of a story we are not familiar with, we need to extrapolate the hypothetical elements that seem to be connected to the story. We need to make sense of these elements and consider all that seems meaningful, what we considered or left out shaping the story differently. 

As children and maybe even later, all of us dealt with stories in one way or another, we all got fascinated by metaphors' wisdom and felt the energy that kept us awake, focused and even transformed by the words coming from narrator's voice, probably without thinking too much at the whole picture, but letting the words do their magic. Growing up, the stories grew in complexity, probably became richer in meaning and contexts, as we were able to decipher the metaphors and other elements, as we included more knowledge about the world around, about stories and storytelling.

In the professional context, storytelling became associated with our profession - data, information, knowledge and wisdom being created, assimilated and exchanged in more complex processes. From, this perspective, data storytelling is about putting data into a (business) context to seed cultural ground, to promote decision making and better understanding by building a narrative around the data, problems, challenges, opportunities, and further organizational context.

Further on, from a BI's perspective, all these cognitive processes impact on how data, information and knowledge are created, (pre)processed, used and communicated in organizations especially when considering data visualizations and their constituent elements (e.g. data, text, labels, metaphors, visual cues), the narratives that seem compelling and resonate with the auditorium. 

There's no wonder that data storytelling has become something not to neglect in many business contexts. Storytelling has proved that words, images and metaphors can transmit ideas and knowledge, be transformative, make people think, or even act without much thinking. Stories have the power to seed memes, ideas, or more complex constructs into our minds, they can be used (for noble purposes) or misused. 

A story's author usually takes compelling images, metaphors, and further elements, manipulates them to the degree they become interesting to himself/herself, to the auditorium, to the degree they are transformative and become an element of the business vocabulary, respectively culture, without the need to reiterate them when needed to bring more complex concepts, ideas or metaphors into being.  

A story can be seen as a replication of the constituting elements, while storytelling is a set of functions that operate on them and change the initial structure and content into something that might look or not like the initial story. Through retelling and reprocessing in any form, the story changes independently of its initial form and content. Sometimes, the auditorium makes connections not recognized or intended by the storyteller. Other times, the use and manipulation of language makes the story change as seems fit. 

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