Book SummaryStorytelling With Data, by Cole Nussbaumer Knaflic

1-Page Summary1-Page Book Summary of Storytelling With Data

We’re swimming in an ocean of data, and many of us feel like we’re barely keeping our heads above water. In Storytelling With Data (2015), Cole Nussbaumer Knaflic throws us a lifeline. She explains that presenting data isn’t just a technical exercise but an opportunity to bring out the story within the data. This story can help you see the data’s true meaning and make better decisions based on that meaning.

Drawing from her extensive experience at Google’s People Analytics team and her background in applied mathematics, Knaflic demonstrates that effective data communication isn’t about creating the most complex visualizations or using the fanciest tools. Instead, it’s about...

Storytelling With Data Summary What Does It Mean to Tell a Story With Data?

We’ve all sat through presentations where someone throws an inscrutable graph onto the screen and expects the audience to immediately grasp its significance. Maybe you’ve even been that presenter, wondering why your carefully collected data isn’t having the impact you’d hoped for. As Knaflic explains, the problem isn’t the data itself; it’s how we’re presenting it. Effective storytelling with data goes beyond simply plugging numbers into a chart. You need to transform your data into a compelling story: one that helps people understand what the numbers mean and enables them to take meaningful action based on those insights.

Think of it like being a tour guide at a museum. You wouldn’t just point to artifacts and recite facts; instead, you’d weave those objects into a narrative that helps visitors understand their significance. Similarly, when presenting data, your job is to guide your audience through the information in a way that makes its meaning clear and memorable. Knaflic explains that to accomplish this, you need to master three essential skills: interpreting the data (understanding what’s significant), turning the numbers into a story (creating a meaningful...

Storytelling With Data Summary How to Get Started With Data Storytelling: Start With the Basics

Knaflic explains that before you dive into advanced or novel visualization techniques, it’s crucial to master the fundamentals. Building a solid foundation in core visualization methods helps you to focus on establishing a shared understanding with your audience.

Knaflic recommends starting by learning to create tried-and-true visualization types like bar charts, line graphs, scatterplots, and tables. Master best practices for creating these visuals, such as choosing the right chart type, removing non-essential and potentially distracting details, and using preattentive attributes strategically. Once you’ve built proficiency with the basics, you can explore more advanced techniques if needed.

For example, let’s say you want to visualize product pricing data over time for your company and its closest competitors. A simple line graph allows you to clearly show pricing trends without overwhelming your audience. You can use line thickness, color, and direct labeling to highlight key insights. Only after mastering this fundamental visualization should you consider more novel approaches like a slopegraph or animated transitions between time periods.

Knaflic stresses that the...

Shortform Exercise: Know Your Audience

Knaflic explains that the success of your data story depends on understanding your audience’s needs and preferences.

Think of an upcoming data presentation you need to make. Who is your primary audience? What do they already know about your topic, and what decisions do they need to make?