June 27

5 Stages of Data Storytelling: The Guide for the Business Professional

Introduction to Data Storytelling

When you hear "data analysis," do you envision spreadsheets packed with figures, intricate algorithms, and elaborate mathematical calculations? What if I told you there's another equally important, human-centric side to data analysis? Welcome to the fascinating world of data storytelling, a skill that is more than just a trend in this data-driven era but a skill that every business professional needs to have.

Why Data Storytelling is Important

The art and science of data storytelling involves conveying meaningful insights from a dataset through narratives and visualizations. Its purpose is to not only inform but also motivate the audience to take action.

In today's world, where data is as valuable as oil, data storytelling has become an essential aspect. Although expertise in data analysis skills like algorithm comprehension and mathematical calculations is crucial, the ability to communicate and empathize with the audience is equally vital to create a captivating data narrative. Data storytelling is the process of communicating insights from a dataset using narratives and visualizations. It's about transforming data in a way that doesn't just inform your audience but inspires them to act.

Data Storytelling Cards

The Psychological Power of Storytelling

From our earliest days, humans have relied on storytelling as a means of communication. It was used as a tool for survival and as a way to document daily life. Today, the psychological impact of storytelling remains just as powerful.

The human brain is naturally drawn to stories, preferring them over raw data. When we hear a story, various areas of the brain are activated - including Wernicke's Area for language comprehension (link), the amygdala for emotional response, and mirror neurons for empathy. Information presented in the form of a story is more likely to be absorbed, retained, and acted upon.

Effective communication is a critical aspect of data storytelling. Without it, your insights might go unnoticed or unremembered by your audience. 

Crafting Your Data Story

Now that we understand the importance of data storytelling, let's break down its key components, as defined by the Data Storytelling Framework:

Audience > Context > Tale (Narrative) > Envision> Delivery.

Data Storytelling Audience


To create an impactful data story, it's vital to comprehend your audience. Who are they? Analyze their requirements, preferences, and expertise to ensure that your message connects with them on a deeper level. Understanding your audience empowers you to create a data story that addresses their concerns, goals, and priorities.


To help your audience understand the significance of the data you're presenting, it's important to provide context. This means explaining the background and relevant factors surrounding the insights you're sharing. By doing so, your audience can make connections, grasp the implications of the data, and see the bigger picture. Contextual information is essential to ensure that your insights are properly understood.

Data Storytelling Context
Data Storytelling Narrative

Tale (Narrative)

The heart of your data story lies here. This is where you express the insights gained from the data and the context surrounding it, along with your recommended actions. It combines the insights derived from the data, the context surrounding them, and the actions or recommendations you wish to convey. An engrossing storyline emotionally captivates your audience, takes them on a journey, and leaves a memorable impact.

Envision (Visualization)

One effective way to convey your data is through visualization. By incorporating charts, graphs, and other visuals, you can make complex information more comprehensible and memorable. This enhances your audience's ability to quickly absorb information, identify patterns and trends, and gain deeper insights from the data. Ultimately, visualization is critical to creating a lasting impact and ensuring that your story is effectively communicated.

Data Storytelling Visualization
Data Storytelling Delivery


In the final stage of sharing your data story, which is Delivery, the emphasis is on presenting it in an interesting and easy-to-understand manner. The aim is to motivate your audience to take action based on the insights you've given them. The way you present your data story is crucial. You can engage your audience by using captivating storytelling techniques, communicating clearly and concisely, and customizing your delivery to their preferred format. The way you communicate your data story can impact how it's perceived, comprehended, and acted upon by your audience.

Communication and Data Storytelling

Clear communication is essential when it comes to data storytelling. If your insights are not communicated effectively, your audience may not notice or remember them. As Harvard Business School Professor Jan Hammond puts it, "applying analytical techniques to managerial problems requires both art and science" (Link). Therefore, data storytelling requires both hard analytical skills and soft communication skills, making it both an art and a science.

Data Storytelling Cards

Data Storytelling Cards - Available on Amazon

Uncover the story in your data, introducing the Data Storytelling Cards. 


When it comes to analyzing data, storytelling is a powerful technique that can turn bland, unfeeling numbers and graphs into engaging tales that inspire action. By transforming data into stories that connect with your audience, you can motivate them to act on the insights you provide. In this age of data-driven decision-making, being able to master data storytelling is not just important, it's a game-changer.

Nicholas Kelly


data storytelling, data visualization

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