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Telling Stories with Data


Amit Kapoor
me@amitkaps.com
We are all Storytellers
Choose a story
    Outline your story
     Use five frames


1     2      3      4    5
Story Spine
Beginning |   Middle |   End
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
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.”
Context
Character
 Change
Challenge
Credible
Concrete
Connect
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.
argument | STORY
analysis | SYNTHESIS
numbers | VISUALIZE
   logic | EMPATHY
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
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?
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
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
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
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)
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.
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
Keep it Short and Simple
   Practice and Play

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Telling Stories with Data - Using Story Spine

  • 1. Telling Stories with Data Amit Kapoor me@amitkaps.com
  • 2. We are all Storytellers
  • 3. Choose a story Outline your story Use five frames 1 2 3 4 5
  • 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.”
  • 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.
  • 12. 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
  • 13. 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?
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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)
  • 18. 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.
  • 19. 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
  • 20. Keep it Short and Simple Practice and Play