Effective Data Storytelling

Chapter 2 Why Tell Stories with Data?

Sometimes reality is too complex. Stories give it form.

—Jean-Luc Godard, film director, screenwriter, and film critic

Before 1996, Steve Denning would have been skeptical of storytelling’s effectiveness and importance. Like many other seasoned executives, he generally viewed analytical as good and anecdotal as bad. In his time at the World Bank—an international lending institution that provides funds for infrastructure projects in developing countries—Denning had climbed the corporate ranks to become the director of its Africa region and responsible for more than a thousand employees operating in 43 countries. However, in February 1996, shortly after his boss retired, he was unexpectedly displaced from his position and pushed aside—the unfortunate victim of political maneuvering, a situation that is far too common in large organizations.

As Denning discussed career options with a dismissive superior, it became apparent that the new regime within the organization had no plans for him despite his past contributions. When he pushed this leader for a meaningful assignment, he was told he could try focusing on “information.” At that point, Denning knew he was being completely marginalized. Rather than resigning and restarting his career elsewhere, intellectual curiosity drove him to look into the topic of knowledge management. While the World Bank had development experts in a variety of fields—agriculture, health, education, transportation, ...