Data That Speaks: Insights from Storytelling with Data

When I first got into data, I assumed that the most important part was the data itself. Finding the right numbers, doing the right analysis and picking the right chart. But after reading Storytelling with Data by Cole Nussbaumer Knaflic, I realized there’s a whole other layer to good data work: telling a story that actually connects with people.

This book changed the way I think about presenting data. I picked it up expecting a technical guide, and it is that, but it also dives deep into how we communicate, persuade, and get people to care. Here are a few of the big takeaways that stood out to me whilst reading.

Start with the Who and the Why

Before you even touch a chart or a slide, you have to ask: who is this for? And why does it matter to them?

The book makes a big distinction between exploratory and explanatory analysis. Exploratory is the part we often focus on—trying out different things, testing hypotheses, figuring out what’s interesting. But when it's time to present your work, you have to switch gears into explanatory mode. That means narrowing down all of your work to a few key points that actually matter to your audience.

One tip I loved: if you only had 30 seconds to get your point across, what would you say? That question alone helps you strip everything down to the essentials.

Don’t Just Show Data - Show the Point

I’m guilty of making charts that I thought looked cool and complex, only to watch people stare blankly at them. This book helped me realise that just because a chart can show something, doesn’t mean it should.

It’s less about showing everything, and more about showing the right thing. One idea that stuck with me: if your friend looked at your graph without any explanation, what would they see first? Would they understand the message you’re trying to share?

Good visuals aren’t just about aesthetics. They’re about making the important stuff pop and letting the less important stuff fade into the background. It's about intentionally guiding your audience's attention, not just hoping they’ll figure it out.

Turn Numbers Into a Narrative

This might be my favourite part of the book. It shows how the same structure we use in stories (setup, conflict, resolution) can also be used in data presentations.

You’re not just listing facts. You’re leading someone through a narrative:

• Here's the problem.

• Here's how it's affecting you.

• Here are the options.

• Here’s what I recommend, and why it matters.

Your audience becomes the main character. You’re showing them the challenge and inviting them to be part of the solution.

Final Thoughts

There’s so much more in the book from how to use white space effectively, to why your slide titles should tell a story on their own. But rather than recapping every page, I’ll just say this: if you ever have to share data with another human being, Storytelling with Data is well worth a read.

It’s helped me shift my focus from “how do I show this?” to “how do I help someone understand and care about this?” and that’s a skill I’m excited to keep working on.