Data Storytelling – Presenting Numbers, Data and Facts in a Clear and Engaging Way

Adriana Richter is a “story coach” who explores storytelling from a wide range of perspectives. Today, we speak with her about how to design data-heavy presentations so they are easy to digest. Ideally, numbers should be both entertaining and informative at the same time.

Adriana, today we are talking about data storytelling. What exactly is it?

Brené Brown once said, “Maybe stories are just data with a soul.” That is exactly what it is about. It is about giving numbers a soul. Data storytelling is a way of presenting highly data-driven content so that the audience can understand it, process it, and ideally follow a call to action afterward. The challenge is not simply to present numbers, but to bring them to life. Data storytelling helps audiences better understand the numbers, place them in context, and remember them more easily. At best, a data presentation inspires people to take action.

Data storytelling happens on three levels:

1. Explore data: hier generiere ich die Daten
2. Explain data: Was sagen uns diese Zahlen? Warum sind sie so wie sie sind?
3. Insprire with data: Bringe die Zuhörer dazu, aufgrund der Daten etwas zu tun!

What happens at the first stage, “Explore data”?

At this stage, there is not much storytelling yet. It is a more technical process. However, it can still be interesting to explain how the data was collected. Was it difficult to obtain? Were the results surprising, or exactly as expected?

It becomes more interesting at the second stage, “Explain data”?

Exactly. This stage focuses on how we prepare and present the information. Many technical mistakes happen here, which prevent us from truly reaching our audience, despite the effort we put into collecting and processing the data. Before starting, we should always clarify: Who is my audience? How knowledgeable are they? Recently, I advised a Head of Compliance on how to structure a roadmap for a supervisory board. It turned out that only about 50 percent of the board members were familiar with compliance. The others came from completely different fields, many of them dentists. In the end, we focused on the key points and used metaphors from the audience’s world to create a connection.

Numbers can be difficult to digest. How can we make them easier to understand?

We all know that we should not overload slides with too much information, yet it still happens frequently in practice. I often see presentations where far too much is packed into a single chart. If a chart is overloaded, it becomes hard to digest. The audience is so busy trying to understand the data that they can no longer follow what is being said. We need to remember that the audience is seeing the slides for the first time during the presentation. Also, multitasking is a myth. The brain can only focus on one thing at a time. During a presentation, it constantly switches between looking at the slides and listening to the speaker. If the charts are too complex, the audience will focus on understanding them and miss the spoken message entirely.

How should a PowerPoint presentation ideally be structured?

Ideally, each slide should convey only one key message. This allows you to gradually build up the level of detail. For example, start with an overview and then zoom into specific elements step by step. Simple slides work best, such as basic bar or pie charts. Complex visuals may look impressive, but they overwhelm the audience during a presentation. The principle is: “Keep it simple.” Nancy Duarte’s book “DataStory: Explain Data and Inspire Action Through Story” is a great resource on this topic.
Simple Slides haben sich dabei am besten bewährt, also einfache Balken- und Tortendiagramme. Komplexe Grafiken mit ganz vielen Informationen mögen toll aussehen, überfordern aber die Zuhörer während des Vortrags. “Keep it simple!” ist die Devise. Genau dazu gibt es übrigens ein tolles Buch von Nancy Duarte: „DataStory: Explain Data and Inspire Action Through Story“.

Do simple visuals risk appearing less scientific?

Many women, in particular, worry about not being taken seriously and, driven by perfectionism, fall into this trap. They try to include everything. However, presenting something simply is much harder than presenting it in a complex way. Distilling information is the real skill. I recommend moving non-essential details into an appendix. If detailed questions arise, you can confidently refer back to it.

People often struggle to grasp large numbers. What can we do?

Numbers become much easier to understand when they are placed in a familiar context. Nancy Duarte calls this “marvelling about the numbers.” For example: “I have 10,000 followers. A Munich subway train holds about 1,000 people. That means ten fully packed trains are following me.” Suddenly, everyone understands: that is a lot. Using relatable comparisons, such as “stacking the Eiffel Tower multiple times” or “multiples of Germany’s GDP,” helps the audience interpret whether a number is large or small.

What if there are no obvious reference points?

Our brains crave stories, pure numbers remain abstract. One way to bring numbers to life is to place them in a personal context. For example: “In her life, the number 18 plays a major role. She was 18 when she started her banking apprenticeship. It took her 18 months to get promoted.” This transforms a simple résumé into something engaging. The “magic 18” creates interest and has an entertaining effect. Even a number can become a hero.

How can we “Inspire with data”?

This is a creative process, where the goal is to spark something in the audience. The higher we climb in our careers, the more important it becomes to derive actions and visions from data, and to inspire others to act. This is where emotions come into play. Stories are emotional when we choose and tell them well. It could be a personal experience, a customer story, or an employee story. For example, you can show a development path and explain what is possible, or what could be achieved if certain measures are taken. The key is: inspire with what is achievable. The story must remain credible and realistic. Interview mit Adriana).

Das kann eine persönliche Erfahrung sein, die Geschichte eines Kunden oder einer Mitarbeiterin. Dazu kann ich z.B. einen Verlauf zeigen, um zu erklären: Das und das ist möglich. Oder: Wenn wir diese Maßnahmen ergreifen, können wir dort hinkommen. So kann ich Zahlen verwenden, um damit zu inspirieren, zu motivieren. Wir sollten dabei nicht übers Ziel hinausschießen. Die Devise ist: „Inspire with the doable“. Das Ganze muss glaubwürdig sein und machbar erscheinen.

Why tell stories about numbers at all?

A number presented without context is quickly forgotten if there is no “hook”, no memorable element like the “magic 18” or “ten subway trains.” Without that connection, it feels dry.

If your goal is to move your audience and inspire action, storytelling is essential. A strong presentation can include many numbers, but they must be presented in an engaging way. And one thing is clear: a presentation is not reading aloud. Do not put full text on slides. Prepare your presentation early and revisit it after a few days. You will likely come up with additional stories. I personally like to start with a story and return to it at the end. This makes the message clear, the presentation cohesive, and the audience inspired.

Even “dry” topics like retirement planning?

It depends on your objective. For example, you could introduce the concept of a “magic number”, the amount of money needed to sustain your lifestyle for the rest of your life. You can then discuss assumptions: How long will you live? How much will you withdraw each month?

Of course, you could call it “target wealth,” but “magic number” sounds far more compelling. Once you reach it, it represents financial freedom and independence. Magic.

Do you usually share your slides afterward?

That depends on what has been agreed. If you share slides, it is best to distinguish between a presentation deck and a read deck. The presentation deck contains more slides and builds the narrative step by step. The read deck is shorter and contains only the final slides, this is what you share afterward.

What can listeners do to better understand data?

Ensuring clarity is the responsibility of the presenter. Audiences, especially end clients, will not prepare in advance. However, if the presentation is engaging, the audience becomes involved. For example, you can ask questions: “What do you think?” This encourages active thinking and interaction. It also helps you gauge whether your audience is still engaged.

Thank you, Adriana, for these practical tips for our next data-heavy presentation!

Foto: Grazyna Wislocka

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