Crafting a story around data may seem like an unnecessary, time consuming effort. The insights may seem sufficient to stand on their own but this is a flawed point of view. Our decisions are not based solely on logic. When you tell a story with data, you create a shared human experience. We tend to believe that numbers alone drives our decision making. Now more than ever a company’s survival will require disruptive change and that will call for inspiring employees and consumers to act in unfamiliar and untraditional ways. This involves combining data, emotion and empathy to tell a well balanced story.
根据数据编写故事似乎是不必要的，耗时的工作。 这些见解似乎足以独立存在，但这是一个有缺陷的观点。 我们的决策并非仅基于逻辑。 当您用数据讲故事时，您会创建共享的人类体验。 我们倾向于认为，数字本身会驱动我们的决策。 现在，公司的生存比以往任何时候都更需要颠覆性的变革，这将需要鼓舞员工和消费者以不熟悉和不传统的方式行事。 这涉及结合数据，情感和同理心来讲述一个平衡的故事。
Our opening visual captures the audience’s attention and sets the tone for our story. As the soccer player dribbles the ball across a subway platform, a train pulls into the station. The player makes a split second decision and leaps across the platform! Just as athletes are trained to think strategically and shift course when necessary, so must leaders. They must respond quickly to identify changes that can either serve as inspiration to shake up their industry or wreak havoc on their market share.
我们开场的视觉效果吸引了观众的注意力，并为我们的故事定下了基调。 当足球运动员在地铁站台上运球时，一列火车驶入车站。 玩家立即做出决定，并跨平台跳跃！ 正如训练运动员进行战略性思考并在必要时改变路线一样，领导者也必须如此。 他们必须Swift做出React，以识别出可以启发其改变行业或对其市场份额造成严重破坏的变化。
数据与叙事连接理性与情感的大脑 (Data and Narrative Connect The Rational And Emotional Brain)
Psychologist Jennifer Aker states when data and stories are used together they resonate with us both intellectually and emotionally. Numbers alone are not memorable and messages delivered as stories can be up to 22X more memorable than just facts. Storytelling has the ability to translate dry and abstract stock prices into a compelling picture. Uber and Tesla are both popular companies that are disrupting their respective industries through innovation. When looking to quantify the impact that these companies have had on the market, we can use their stock price over time to see the highs and lows. The data can help narrate their unique story of innovation and endurance. The combination of data and narrative persuades the rational brain but also resonates with the emotional brain.
心理学家詹妮弗·阿克(Jennifer Aker)指出，当数据和故事一起使用时，它们会在智力和情感上与我们产生共鸣。 数字本身并不令人难忘，而作为故事传递的信息令人难以忘怀，比事实要多22倍。 讲故事具有将枯燥的股票价格和抽象的股票价格转换成引人注目的图片的能力。 优步(Uber)和特斯拉(Tesla)都是受欢迎的公司，它们通过创新破坏各自的行业。 当希望量化这些公司对市场的影响时，我们可以随着时间的推移使用其股价来查看高点和低点。 数据可以帮助叙述他们独特的创新和耐力故事。 数据和叙事的结合说服理性的大脑，但也会与情感的大脑产生共鸣。
Uber’s stock performance can be portrayed as a cautionary tale of what can happen when you prioritize aggressive growth above all else. They had a steady rise coming out the gate during their debut on the stock market. They soon became blinded by competitiveness and lost their focus on the customer. UBER concentrated on disruption and ride efficiency to the point where it pitted itself against the drivers, customers and communities they claimed to serve. Over time with the installment of a new CEO, Dara Khosrowshahi, the internal culture began to change starting with an updated company value statement. Showing the winding curve of UBER’s stock price combined with the annotations adds drama while explaining the downward and upward trends.
Uber的股票表现可以说是一个警示性的故事，说明当您将积极增长放在首位时会发生什么。 他们在股票市场首次亮相的过程中稳步上升。 他们很快就对竞争力视而不见，并失去了对客户的关注。 UBER专注于颠覆性和乘车效率，以至于与声称要服务的驾驶员，客户和社区形成鲜明对比。 随着新任首席执行官Dara Khosrowshahi的上任，内部文化开始从更新的公司价值声明开始发生变化。 将UBER的股价曲折曲线与注释结合起来显示，不仅可以生动地解释向下和向上的趋势。
Tesla Motors has been steadily innovating and building a sports car to accelerate the day of electric vehicles. They are a clean energy company that prides themselves on breaking the conventional thinking of the automotive industry. Despite several challenges, Tesla has shown success by being transparent about their vision, challenges and using differentiation in their marketing strategy. Looking at Tesla’s stock chart, we see ups and downs but not any dramatic dips or peaks compared to Uber. Tesla tells a story of perseverance. Their commitment to creating affordable mass market electric vehicles has been unwavering.
特斯拉汽车公司一直在不断创新和制造跑车，以加速电动汽车的发展。 他们是一家清洁能源公司，以打破汽车行业的传统思维而自豪。 尽管面临诸多挑战，但特斯拉通过透明地表达自己的远见，挑战并在营销策略中运用差异化表现出了成功。 从特斯拉的股价图表来看，我们看到的是起起伏伏，但与Uber相比并没有任何戏剧性的跌落或高峰。 特斯拉讲了一个毅力的故事。 他们致力于打造负担得起的大众市场电动汽车的承诺一直坚定不移。
故事吸引了事实之外的受众 (Stories Engage Your Audience Beyond The Facts)
When creating visuals to tell a story you want to spark emotions to engage the audience. What if Uber was easily accessible at major NYC subway stations to minimize extensive passenger delays and used Tesla cars to take customers to their final destination? What if Uber and Tesla partner with local governments to solve local transportation issues?
在创建视觉效果讲故事时，您想激发情感以吸引观众。 如果Uber在纽约主要的地铁站都可轻松到达以最大程度地减少乘客延误并使用特斯拉汽车将客户带到最终目的地怎么办？ 如果Uber和特斯拉与地方政府合作解决当地交通问题怎么办？
Although good business arguments are developed through the use of numbers, they are typically approved on the basis of a story. When reading straight data, only the language parts of our brains work to decode the meaning. But when we read a story, not only do the language parts of our brains light up, but any other part of the brain that we would use if we were actually experiencing what we’re reading about becomes activated as well This means it’s far easier for us to remember stories than hard facts.
尽管良好的商业论点是通过使用数字来发展的，但它们通常是基于故事而被认可的。 在读取直接数据时，只有我们大脑的语言部分才能解码含义。 但是，当我们读到一个故事时，不仅大脑的语言部分会亮起来，而且如果我们实际体验到正在阅读的内容时，我们会用到的大脑的其他部分也会被激活，这意味着轻松得多让我们记住故事而不是硬事实。
放在一起创造变化 (Putting It All Together And Creating Change)
Combining data, emotions, and empathy as part of a narrative is something every company should learn to internalize. Analysis might excite the mind but it hardly offers a route to the heart. Making a pitch for UBER and Tesla to team up with NYC Transit to improve subway ridership is a disruptive idea that’s going to take a lot of convincing! Our story of innovation and disruption depicts the nimbleness of an athlete thinking outside of the box and shifting gears when necessary. This approach most likely would appeal to inspirational executives in senior leadership. Combining these emotions with data creates a more solid proposal as we begin to analyze UBER and Tesla’s performance to gauge how viable a partnership could be. More information will obviously be needed to make a decision but hopefully senior leadership is intrigued and excited by the idea to begin advocating for the transportation initiative. This is one of the reasons it’s important to enter the heart of your listeners through data storytelling to get it to their brains, especially where disruptive change is required.
将数据，情感和同理心结合起来作为叙述的一部分，这是每个公司都应该学会内部化的东西。 分析可能会激发思想，但很难提供通向内心的途径。 让UBER和特斯拉与NYC Transit合作改善地铁的乘车率是一个颠覆性的想法，这将令人信服！ 我们的创新与破坏故事描述了运动员在框框外思考并在必要时换档的敏捷性。 这种方法很可能会吸引高层领导中鼓舞人心的高管。 在我们开始分析UBER和特斯拉的业绩以衡量合作伙伴关系的可行性时，将这些情绪与数据结合起来会产生一个更可靠的建议。 显然，需要更多信息来做出决定，但是希望高级领导层对开始倡导运输计划的想法感到好奇和兴奋。 这是重要的原因之一，通过数据讲故事进入听众的心脏，使它们进入大脑，尤其是在需要颠覆性变化的地方。
翻译自: https://medium.com/swlh/how-to-craft-an-engaging-data-story-8dc8260c7129
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