What is Data Storytelling?

Data storytelling is a term that’s widely used — but often poorly defined.At Finding Stories, it sits at the core of everything we do, because strong data storytelling is what turns analysis into impact.So what is data storytelling, really?

A Clear Definition of Data Storytelling

At Finding Stories, we define data storytelling as:

‍The art of sharing knowledge, opinions, and recommendations in a considered, structured, and engaging way.

‍This definition matters because data storytelling is not just about charts, dashboards, or presentation polish. It is about communication with purpose.At its best, data storytelling transforms:

Data into knowledge,
Knowledge into ideas,
Ideas into action.

Without that transformation, even the most sophisticated analysis can fail to influence decisions.

Why Data Storytelling Matters

Organisations generate more data than ever before, yet many still struggle to use it effectively. Reports are produced, dashboards are built, and insights are shared — but decisions don’t always follow. This gap exists because data alone is not enough. When data is paired with:

The right context,
A clear narrative,
Well-designed visuals,
And strong, emotional, human emotion.

…it becomes something people can understand, trust, and act on with confidence.

When data storytelling is missing, the consequences are real:

Projects stall because the problem hasn’t been clearly framed,
Insights are ignored because the message is unclear,
Opportunities are missed,
And over time, credibility can be eroded.

Data storytelling helps prevent these outcomes by aligning analysis with decision-making.

Data Storytelling Is a Skill — Not a Talent

A common misconception is that data storytelling is something you either “have” or you don’t. In reality, it’s a learnable skill set. Strong data storytelling combines multiple capabilities, including:

Problem framing and structured thinking,
Data analysis and interpretation,
Visual communication and chart design,
Narrative structure and written storytelling,
Confident, audience-aware presentation.

Each of these skills plays a role in helping data land with impact.

The Data Storytelling Journey

At Finding Stories, we think of data storytelling as a journey rather than a single activity. It starts with clarity — understanding the problem you’re trying to solve and the decision you want to influence.

It continues with design — choosing visuals that support understanding rather than distract from it.

It develops through story — structuring insights so they build meaning and momentum and land with emotion.

And it ends with delivery — presenting data with confidence so your message is heard and remembered.This journey is reflected across our training courses, each focusing on a specific part of the process while contributing to the whole.

Building Better Data Stories

Whether you work in analytics, strategy, marketing, finance, or leadership, data storytelling is an essential skill. As organisations place more emphasis on evidence-based decision-making, the ability to communicate insights clearly and persuasively is no longer optional.

Strong data storytelling helps you:

Influence decisions,
Align stakeholders,
Reduce confusion and rework,
And ensure your analysis leads to action.

That’s why we focus on helping people build these skills one step at a time , and one chart at a time.