More Related Content


Telling Stories with Data - Using Story Spine

  1. Telling Stories with Data Amit Kapoor
  2. We are all Storytellers
  3. Choose a story Outline your story Use five frames 1 2 3 4 5
  4. Story Spine
  5. Beginning | Middle | End
  6. Struggle, Base Complication, New Reality, Set Higher Stakes, Reality, Res up Development olution Beginning | Middle | End Change/ Climax Conflict /Resolution Inciting Moment of Event Truth
  7. Once upon a time, there was an old man who lived next to a beach Base Reality Everyday, in the morning, he would go for a run on the beach But one day, as he was running, he could see a figure of a little girl far away, doing a strange dance on the beach Change/ Because of that, he ran toward her and saw that she was not Conflict dancing but instead throwing a starfish into the ocean Astonished, he asked the girl, “Why are you throwing starfish into the ocean?” Struggle The girl replied, “The sun is up and the tide is going out. If I don‟t throw them in, they‟ll all die” Upon hearing this, the old man said, “But there is miles and miles of beach and there are starfish all along every mile. You can‟t possibly make a difference?” Climax /Resolution At this, the little girl bent down picked up yet another starfish, and threw it into the ocean. As it met the water, she said, “It made a difference for that New Reality one.”
  8. Context Character Change Challenge Credible Concrete Connect
  9. A man is coming back home, tired from work on a late rainy evening. And he walks into his neighbourhood supermarket Base store. Reality As he is folding his umbrella and trying to get water off his jacket, he walks down to aisle 5. He is looking for that one breakfast cereal box that his 5 year Change/ old has agreed to eat tomorrow morning. Conflict He reaches the right shelf and starts looking for the cereal box. And he doesn't find it there. He looks for help, walks around and finds a store employee Struggle who is busy stocking products in aisle 12. He goes to him and asks, “Can you please help me find the cereal box?” The employee looks at him, and says, “If it is not there, then Climax it is not there. Go find it at another store.” And he goes back to stocking the shelf. /Resolution That is his moment of truth. New Reality He walks out and decides never to shop at the supermarket again.
  10. argument | STORY analysis | SYNTHESIS numbers | VISUALIZE logic | EMPATHY
  11. Make the Case Solve the Build the Develop the Tell the Problem Message Story Story • Define problem • Structure • Apply story spine • Develop the story • Develop thoughts • Develop /visual hypotheses • Develop message storyboard • Practice - Retell • Collect facts • Map audience • Mock-up story and Relive • Conduct analysis • Understand and visual • Revisit the output • Synthesize output outcome
  12. Tablet Case Example Tablets have emerged as a new device format with the success of the iPad As a smartphone ad company (SmartAds), I should be able to serve ads on tablet devices How big will the tablet market be by 2015?
  13. Tablet device format provide a synergistic growth option for SmartAds Why do you say that? Tablets will be the Tablets installed base Three platforms will fastest growing will be more than overlap and dominate device format in 1/4th of smart phones both tablet and 2010-15 base by 2015 smartphones
  14. Annual Shipment by Device Format (In million units, actuals till 2010, estimates 2011-15) Growth 2010 -15 Total 1908 2.9x Devices 1559 1301 Smart 1105 3.7x phones 1121 898 897 739 659 630 468 20.4x Tablets 326 430 477 217 386 297 148 308 63 103 139 172 16 122 82 477 1.4x 305 346 366 388 414 444 PCs 226 264 291 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
  15. Installed Base by Device Format (In million units, actuals till 2010, estimates 2011-15) 909 1,139 1,307 1,482 1,795 2,260 2,815 3,387 4,053 4,877 Total 14% Break-up 22% 23% 25% 31% 2015 37% 42% Smart 45% 47% 49% 2,383 phones 1% 3% 6% 8% 10% Tablets 86% 13% 643 78% 77% 75% 69% 60% 52% 47% 42% 38% 1,851 PCs 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
  16. Device Installed Base in 2015 by OS and Device Format (In million units, estimates for 2015) 2 Others 147 47 Others 18 Blackberry 282 Windows Legacy 805 206 Android 1,143 OS X/XI 101 334 iOS 423 Windows 8 1,027 WindowsPhone 388 54 Smartphones Tablets PCs (2383 M units) (643 M units) (1851 M units)
  17. In 2010, Apple iPad created this new category called tablets and has since redefined computing devices. Base In the next five years, the overall device sales will growing Reality by 3x, and smartphones will be growing by 4x, and the erstwhile PC will grow at 1.4x. Change/ Tablets will be growing by 20x in the same period. Conflict More people would start owning one of each devices – a PC, a smartphone and a tablet. By 2013, more smartphone devices would exist than PCs in the world. Struggle And by 2015, out of the 4.9 billion devices, nearly half of them will be smartphones. But also, there would be one fourth tablets as there are smartphones There will be three platforms that would common across Climax smartphones and tablets. /Resolution And with Android at 45%, iOS at 25%, and Windows at 15%, they will command nearly 85% of the market. New Reality So SmartAds needs to be present on these three platforms across both smartphones and tablets.
  18. Allows the Builds on User to Users‟ Builds on Allows the Engage Perspective Users’ User to Engage Perspective „Killer‟ Makes the Elements ‘Killer’ Shows the Insight Makes the Elements Data Shows the Jump Out Insight Jump Data Out Focuses on Substance, n Focuses on ot Graphic Substance, not Graphic
  19. Keep it Short and Simple Practice and Play