The intro

Let’s continue with Step 1. We are trying to define a story and convey it to our audience. You know well already now, Data Storytelling above all! In an earlier blog, we discussed the various angles you can take when sketching your charts. Now, let’s look at what a simple dataset can tell us. Below, you can see the same table depicted four times with different highlighting.

Data Storytelling example:

Table readings:

Table 1 wants you to focus on Region Z. Its revenue has grown more than threefold over the last five years.

Table 2 wants you to focus on Region X. Its revenue is behaving erratically, rising and declining. Moreover, in the last year, Region X finished below the 2020 “starting baseline.”

Table 3 wants you to focus on 2020 and 2021. There was a significant Revenue gap between Regions X/Y and Region Z.

Table 4 wants you to focus on the year 2023. So far, it has been the largest year for all three regions together.

There is some work to be done before crafting your Data story

You need to do your base analytics before you decide on your story. The data generally guides you to the storyline. Of course, you need to have a certain business acumen or general context to phrase your message correctly. There is this saying that suits this first work, where you spend most of the time.

“Give me six hours to chop down a tree, and I will spend the first four sharpening the axe. “

(Abraham Lincoln)

Be patient, the story will reveal itself while analyzing your data

The same is valid for the Step 1. You will spend most of the time here. You need to do quite a bit of analytics. Find your angle. Draw and sketch your charts. Finally, derive your key headline or story.

Sometimes this work is called the Exploratory phase of Storytelling. In a similar manner, detectives spend a lot of time analyzing the clues. They try to connect the dots and work on their plotting. They just explore and don’t reject any possibility or angle. Many iterations are imminent. You must show a lot of patience. The rest will be just a walk in the park if you find your angle.

Summary

You need to do some serious groundwork before you can conclude the story. You can’t clearly articulate what you see without properly analyzing the underlying datasets. You can’t articulate what you want the audience to realize. It’s something which you should not underestimate. But don’t worry, this is part of the incredible journey of Data Storytelling.