5 steps to telling a story with data
So … you need to share some data.
Many business presenters simply project a huge slide full of data, research findings, or performance indicators with very little context. If they haven’t zoned out already, the audience is left wondering what they are looking at and why they should care.
But what if you could present your findings, solutions, and recommendations in a way that will interest your audience? The answer is to use a 5-part storytelling framework that universally connects with human hearts.
We are wired as humans to respond to story. Movies and television shows use this and similar formats to create a satisfying experience for us as viewers. What you may not have thought about is that there are only a few underlying formats to tell almost any story.
As you’re working on your PowerPoint deck and outlining your speaking points, give this framework a try!
Exposition
Before you dive into the details, remember that your audience is probably not as familiar with this material as you are. Take a moment to set the context for them, engaging them from the start … but before you show the data points or results. Keep it tight—only what they need to know why they should care about this. Save all the details for later.
Introduce them to (or remind them of) the reasons you started this work—was it a problem, an opportunity, or curiosity? Then briefly state why your data and findings should be paid attention to. Tell your audience why this work matters. It may be obvious to you, but your audience hasn’t been elbow deep in this information the way you have. Draw connections to what might go well, or what might go terribly wrong, depending on what you find in the data.
This is a great moment to tell your audience what to look for. For example, before showing the data set, explain what a typical data set or your hypothesis would look like. Then, when you show your results, they are prepared to notice whether your hypothesis is confirmed or not. This will pique their interest, leaving them more likely to stay engaged with what you are saying.
Rising Action + Conflict
Don’t worry, I’m not telling you to pick a fight. You’ve set the stage, briefly explaining your reasons for doing the work and what you expected to find. Now you’re ready to reveal your findings.
If you set the expectations for your audience, they’re going to look at the data to see for themselves whether it confirms or denies the hypothesis. You can build on this curiosity by talking about what makes the findings interesting, ordinary, or downright shocking. Point out details that make this story obvious to you. Maybe show a contrasting image of what the data could have looked like if other assumptions were true.
But you’re still just getting started with your story. Now you can talk about how your imagination was sparked to think of new ideas. Or maybe the data is really worrying to you—tell your audience why. This is your opportunity to build connection with your audience, because you will likely need their buy-in for the solutions and actions that you want to see after your presentation.
Climax
This is the juicy moment! You’ve shown the audience the data, the context, and why it matters. Now you need to zoom in on the key takeaways the audience needs to remember.
Repeat the most significant points and pair them with the action you want the audience to take. Make your request or recommendations clear. People are busy and their focus is on what is most important to them. Don’t make them guess what they are expected to do next. Simply ask them!
Falling Action
Now is when you can fill in with additional details that you edited out of your opening. Share information you know your audience will be interested in, such as your research and analysis methodologies, sources, etc. These are important details to include, because they provide credibility for your recommendations. However, they can bog down your story if you let them take over at the start.
This is also your chance to reveal how your thinking or position has changed as a result of this work. Showing how you are taking action because of this data gives your audience a reason to do the same.
Resolution
One more time, repeat your key findings, solutions, and recommendations succinctly. Summarize the importance and what’s at stake in a few words. Then provide the next steps and who to contact for more questions and information.
Short and Sweet
A presentation like this doesn’t have to be long! You could tell your story in five slides or fifty. The beauty of this technique is that it keeps you on track. It will help you make decisions about what to include and when in your presentation. It will also help your audience make sense of what you want them to learn—no gimmicks or tricks needed!