As old as humankind itself, storytelling enables people to convey information and motivate listeners — and help listeners retain more and understand complex concepts and relationships. This makes storytelling a potent, even essential, business tool where the vast profusion of raw data must somehow be transformed into actionable insights. In fact, effective storytelling can enable companies to shift from decision-making that is instinct-driven to insight-informed.
As such, analytical storytelling is the last step in bridging the gap between insights and action, and perpetuates a pervasive data-driven decision-making culture. Simply stated, in a business context, storytelling is the art and science of brining data to life to tell a well-constructed narrative — one that ultimately connects with the hopes, fears and motivations of each stakeholder to encourage and guide a change in behavior.