Did you hear the one about the moth? A moth goes to a podiatrist, and the podiatrist asks, “What brings you in today?” It’s a joke kindergarteners tell each other, but we can make it better. In fact, Norm MacDonald did just that. It’s the same thing we have to do when we’re presenting data.
Pie charts are a joke
The setup of the joke is a lot like a pie chart: It begs more questions than answers it provides. You look at a pie chart and ask yourself, what is this trying to tell me? What is the context here? What came before? What is the rest of the story? How did we get to this point? What conclusions should I draw?
XKCD: Menu -> Manage -> [Optimize space usage, Encrypt disk usage report, Convert photos to text-only, Delete temporary files, Delete permanent files, Delete all files currently in use, Optimize menu options, Download cloud, Optimize cloud, Upload unused space to cloud]
Well-told data is an unforgettable story
Data storytelling makes data more relatable, simplifies complex subjects, and imprints on the audience’s memory through emotion. IBM’s Bee School teaches that there are five elements to a story. Using this formula, you should be able to craft a narrative that is entertaining, compelling, and actionable.
- The Protagonist
Every story worth remembering has a memorable main character. The moth, for example. Your data story needs to feature a relatable character. Consider creating an “Everyman” persona, a composite of real people. Maybe the hero of your story will be a product personified, a project team, or a lonely accountant. Give your audience someone to relate to, to care about. Introduce him or her and give them a name. You’re creating a connection. “Know” this character.
- The Scene
The moth in our story walks into a podiatrist’s office. Weird, yeah, but we do want to know what’s next. In the same way, a data story needs a well-defined setting that the audience can visualize. Notice what we’re doing here. We’re visualizing data by painting a verbal picture. We’re providing color to the data. We’re giving the data context that the hearer can imagine. Answer some of the questions you know are in the air. What happened last year? What is the competitive landscape? What is the status quo? What is the atmosphere? What’s the mood? What are the constraints?
- The Problem
Like an unclosed parenthesis, there’s tension. The problem is lurking. What brought the moth to the podiatrists office? Similarly, your data hinges on a pressing problem. Why else present it? Include the dirty laundry. It’s more compelling. Perhaps the analysis of the podiatrist’s patient satisfaction surveys shows a problem related to wait time in the office. Or, 3 of 10 financial dashboard KPIs are moving in the wrong direction. Call out the emotional or financial stakes behind the numbers. We’re at risk of losing patients. Are we at risk of meeting the budget? This section is where your audience leans forward and says, “tell me more.”
- The Action
The moth sought out a podiatrist. In a data story, you follow the problem with the steps needed to address it. Sometimes, it will be steps you or the business has already taken. Sometimes, it will be a plan of action. Is the problem in the data? Is it a process that’s broken? Talk to your audience about the details related to a quest for a solution. Engage them. Reveal the path, whether it’s additional analysis, research, or a change in direction. It is here where you present how the protagonist responds to the challenge.
- The Resolution
What changed when the action was taken? Did patient wait time decrease? Did profits improve? Or, what needs to change? Do you recommend creating a committee or task force to address the problem? Close with your punchline – the key insight, the moral of the story, and next steps. Remind the audience why it matters.
A simple story in the hands of a master storyteller
The late Norm MacDonald took the simple children’s riddle of the moth and made it his own. He made the audience wait for the punchline as he filled in every element a well-told story needs. He introduced us to the protagonist, the moth. He set the scene in a well-lit doctor’s office. He defined the moth’s problem as told by the moth. He added detail and color. He drew his audience in. The moth’s depression and personal problems made it compelling that he should seek help. “You obviously need help, but, Moth, I’m a podiatrist,” the doctor says, “why did you come to see me?” The moth says, “Your light was on.”
Learn from the master; the next time you need to present data, tell a story. Use Norm’s formula to hook the audience, keep them emotionally invested, and help them visualize the data with your words.
