Effective Data Storytelling

Chapter 1 Introduction to Driving Change through Insight

Any powerful idea is absolutely fascinating and absolutely useless until we choose to use it.

—Richard Bach, author

A mildly traumatic experience taught me one of my first lessons about data storytelling. Early in my career, after completing the first year of my Master of Business Administration (MBA) program, I secured an internship at a well-known, multichannel retailer based in the Midwest. At the time, the economy was in the middle of a tough recession, and many US corporations weren’t interested in hiring international students like me who would incur additional fees to sponsor. Fortunately, my online marketing experience in Canada appealed to this retailer, and I was offered an intern position in its acclaimed ecommerce department.

As one of several MBA interns vying for a job offer at the end of the summer, I had an important midpoint presentation coming up with the senior vice president (SVP) of ecommerce. It afforded me a crucial opportunity to ensure my project was heading in the right direction before my final presentation. With a pregnant wife and two young kids counting on me to secure a full-time position, I was feeling substantial pressure to make a good impression on this influential executive.

The SVP in question wasn’t your typical business leader. He was a former military captain and special forces helicopter pilot. If his austere demeanor wasn’t intimidating enough, he was also extremely sharp and ...