In many organisations, people in technical roles – analysts, engineers, product owners, data scientists – work incredibly hard to surface insights, build dashboards, and run reports. But too often, they stop short of the most critical step: telling the story.
There’s a common belief that "the numbers speak for themselves." A well-designed graph, a clean dashboard, or a perfectly calculated metric should be enough, right? The reality is, data rarely speaks clearly on its own. Without a narrative, even the most insightful analysis can be overlooked, misunderstood, or ignored.
That’s where data storytelling comes in.
Why storytelling matters
Data storytelling is the ability to translate complex information into a clear, compelling narrative that resonates with an audience. It’s what helps a team leader understand why customer churn is spiking. It’s how a product manager communicates the success of a new feature. And it’s the difference between a CFO supporting an initiative or shelving it.
This skill is essential for influencing decisions and driving action. And it’s not just for communicators or marketers: it's for anyone working with data.
Technical roles need storytelling too
Imagine a data analyst who’s discovered that a small percentage of users are responsible for a disproportionately high number of support tickets. They create a neat chart and send it to the customer service team. But without context or explanation, the insight is buried in a sea of other data, and nothing changes.
Now imagine that same analyst frames the insight with a simple story:
"Just 5% of our users are generating nearly half of our support load. Most of them are on our legacy pricing plan and are using outdated features. If we reach out to this group proactively or encourage migration, we could significantly ease support volume."
That’s a story: it’s focused, explains the “so what,” and it invites action.
What makes a good data story?
A good data story usually combines three elements:
- Data – The facts and evidence.
- Narrative – A logical flow or structure to guide the audience.
- Visuals – Charts or graphics that support and enhance the message.
But the magic lies in connecting these elements to the needs and perspectives of your audience. What matters to a marketing leader might be different from what resonates with operations or finance. Storytelling bridges that gap.
Helping teams build the skill
As L&D professionals, this is where you come in. By helping your teams, especially technical ones, develop storytelling with data skills, you equip them not only to share their work more effectively but also to influence, persuade, and lead.
Workshops, coaching sessions, or practice presentations can all build confidence and competence. And over time, it creates a culture where insights don’t just live in dashboards – they drive real decisions.
Because in the end, it’s not enough to have the data. You have to tell the right story with it.
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UTS recently held masterclasses for one of Australia's largest financial institutions. See how we empowered data storytellers for the organisation. |
