Storytelling with Data: A Data Visualization Guide for Business Professionals

by Cole Nussbaumer Knaflic

Bad graphs are everywhere

We aren’t naturally good at storytelling with data

visualization. Rather, before you begin down the path of creating a data visualization or communication, attention and time should be paid to understanding the context for the need to communicate.

Let’s look at the context of who, what, and how in a little more detail.

What tone do you want your communication to set?

What data is available that will help make my point?

The idea behind each of these concepts is that you are able to boil the “so-what” down to a paragraph and, ultimately, to a single, concise statement. You have to really know your stuff—know what the most important pieces are as well as what isn’t essential in the most stripped-down version.

The 3-minute story is exactly that: if you had only three minutes to tell your audience what they need to know, what would you say? This

When you have just a number or two to share, simple text can be a great way to communicate.

information. Always consider how you want your audience to use the visual and construct it accordingly.