Storytelling with data
Step 1 / 2·Insight → So what → Now what
0/2 steps done
Learning objectives — after this module you will:
- Present as Insight → So what → Now what
- Avoid data-interpretation traps
- Protect privacy when reporting
Insight → So what → Now what
Lead data to a decision, not dump numbers.
Dumping numbers vs storytelling
Dumping numbers
“"Safety-course completion is 82%, up 4% from last quarter. The next slide details all 15 departments..."”
The audience must guess the meaning — the meeting becomes a numbers debate instead of a decision.
Data storytelling
“"INSIGHT: the 3 plants with safety-training completion below 60% are also the 3 with the highest accidents. SO WHAT: safety and legal risk is concentrated there. NOW WHAT: I propose a mandatory program + plant-manager accountability, needing approval today."”
Three beats lead straight to a decision: phenomenon → consequence → action.
Presentation traps to avoid
- Correlation ≠ causation: 'learners of course X perform better' may be because strong people signed up
- A small sample shouting loud: '80% satisfied' from... 5 respondents
- Chart axes cropped to exaggerate small differences
- Privacy: group data under 5 people can reveal identities — report at an aggregate level
Key takeaway: Insight → So what → Now what; avoid confusing correlation/causation, small samples, cropped axes, and protect privacy.