Business Communication, University of Louisville

1. Business Communication
Storytelling with Data

2. Evidence helps us to tell a better “story”
• Lists
• Tables
• Pie Charts
• Bar and Column Charts
• Line graphs
• Maps
• Testimonials
• Infographics
Today’s Takeaway
*People often care
about the story behind
evidence rather than
the evidence itself.*
But why is that
important?

3. Humans simply aren’t moved to action by
‘data dumps,’ dense PowerPoint slides, or
spreadsheets packed with figures. People are
moved by emotion. The best way to
emotionally connect other people to our
agenda begins with “Once upon a time…”
--JonathanGottschall

4. Storiestend to follow a basic structure

5. The Basic Claim Narrative
Tells What the Data is Saying

6. The Basic Claim Narrative

7. The Illustrative Narrative
Uses Small Narratives to Clarify or Humanize Data

8. The Illustrative Narrative
Army Ranger Sgt. 1st Class Cory Remsburg

9. The “What Could Be” Narrative
Use Data to Predict a Yet Untold Future
NOTE: Can Vary from Inspirational to Cautionary

10. The “What Could Be” Narrative