When we hear the phrase ‘data storytelling,’ many of us make the same mistake: we focus on the final product or data visualization.
But the truth is, that’s not where the story is truly told.
Some stories resonate, spark action, and drive decisions. Others fall flat, even with great data and visuals. What makes the difference? It often comes down to what’s happening beneath the surface. A compelling data story is not defined by an image, nor is it limited to a presentation. It’s about the unseen elements—those foundational aspects that bring focus and meaning to the data.
In many ways, I believe data storytelling is like an oak tree.
The Oak Tree Analogy: Strong Roots and Data Storytelling
Oh, the mighty oak. Long a symbol of strength and resilience, its strong trunk and dancing branches stand as a reminder that true wisdom comes from remaining grounded regardless of the season.
When we see a towering oak tree, we typically focus on the part that is visible to us.
But the reality is, what really makes an oak tree so strong and enduring comes from everything we can’t see: its root system.
Visible Tree vs. Hidden Roots
Years ago, a colleague introduced me to the oak tree analogy. It stuck with me because it captures something often unrecognized in data storytelling.
Just like the oak tree, when we come across a powerful data story, we tend to focus on what we can see – the visual impact of the canopy, if you will. But in fact, the real strength of the data story lies below the surface, deep within its roots.
It’s not the polished charts and graphs that we can see that make a data story compelling. It’s the storyteller’s deep understanding of the business and the persuasive narrative they build that forms the sturdy root system beneath it.
If you’re presenting a data story, you need to be grounded in how the data applies to the business, connected to your audience and solid in your position. This kind of confidence isn’t just about presentation; it’s about preparation. It means anticipating questions, responding with clarity, and knowing when to stand firm and when to adapt as new insights emerge.
Three Habits to Nurture a Strong Data Storytelling Foundation
Strong roots are the foundational elements of a data story. But how do you develop a robust root system for your data story?
To tell a compelling data story that brings focus to the information that matters most, a data storyteller needs to develop three key habits.
Knowing your audience
Okay, I know you’ve heard this one a thousand times, but keep reading. Because what I’m talking about here is likely different from what you’ve heard before.
Knowing your audience goes beyond understanding their role and the challenges they may face. It’s about meeting them where they’re at. And as a rule, they are not ‘at’ the same place as you.
Knowing your audience is about recognizing what they already know, understanding what they think needs to happen, and identifying the best way to connect and communicate with them.
Appreciating this allows you to understand what will be insightful for this audience and how to ensure your message clicks.
The same message will not land the same way with every person. Your job as a data storyteller is to know what qualifies as an insight for your audience. Having a deep understanding of who you’re speaking to will help you create a more compelling narrative.
Knowing the outcomes you need to affect
Before a skilled data storyteller even starts to look at the information in front of them, they will ask themselves two critical questions:
- What outcome am I trying to affect? and
- What is needed from the audience to get there?
The answer to these questions plays an enormous role in getting your audience to sit up and take notice.
For example, is your audience trying to protect against customer churn or find a way to increase retention among high-value clients? Is a brainstorming discussion needed, or are we at the point of making a decision?
Framing your story against the outcome hooks your audience to your content and leans into action. To do that, you need to know what goal you’re working towards from the outset.
Knowing (and having) your data-informed point of view
Here’s another data storytelling myth busted: as a data storyteller, your value is not in the numbers you can crunch or graphs you can create.
Your value is in synthesizing and interpreting the information to help guide a business decision.
And that requires you to have a point of view on what the data is saying. A strong point of view in data storytelling isn’t just about confidently presenting data. It’s about transforming raw data into a compelling story, helping others see not only what’s currently happening but also why it matters and what they should do next.
Does the data make you excited about an opportunity? Worried about a risk? Curious about a new trend? These cues shape how you communicate insights and engage your audience.
When you can persuasively explain what the data means for the business, whether that’s risk, opportunity, or bringing a change in perspective, you earn the right to lead the conversation.
Developing Deeply Rooted Data Storytelling Skills
Seasoned data storytellers establish credibility by keeping the conversation focused on what matters most rather than overwhelming stakeholders with excessive information.
Over time, as trust builds, you can streamline your message, relying less on data and visuals and more on the strength of your narrative.
Like a sapling growing into a sturdy oak, you might feel uncertain at first. But with time, you’ll develop deep roots—and the confidence to guide the conversation.
The best data stories are not just about what you see. They are firmly planted in audience understanding, outcome focus, and a strong point of view. That’s what helps them take root, gain traction, and ultimately grow into a compelling story that inspires action.
Nurture Your Data Storytelling Skills
Want to sharpen your data storytelling skills? We’ve helped hundreds of storytellers tell more compelling, impactful, persuasive data stories. Learn more about our data storytelling training programs or book a free consultation.
