Effective Data Storytelling by Brent Dykes: My Independent Review

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Hey, Everyone,

You probably have seen a bunch of people last week and the week before joining the Society for People Analytics as founding members with images just like this one:

Did you know you only needed a quick sign-up form to join? What a brilliant marketing ploy to create an evergreen community to farm.

Aside from marketing tactics, the idea is excellent: connecting people analytics people in a single spot where we can disseminate knowledge, connections, and events. So please join!

By the way, the Toronto People Analytics Group is now listed on the Society's meet-up page! Yes, we are looking for a space to host our next event--if you have leads or want to sponsor, please let me know!

Onto the newsletter now.

There are so many people analytics books out there, but how do you know if any of them are any good?!

I find most people analytics books boring, without substance, and too high level to be useful.

But Brent's book, Effective Data Storytelling, is different.

It defies all of the above and will teach you about:

1. Planning your story
2. Building your data story
3. Executing your data story

Before we dive in, full disclosure: I am NOT getting any payments or favours for what follows. In fact, Brent and I only know each other from LinkedIn, and we have never met in person. His book is good, so I am writing about it here.

Shall we dive into each?

1. Planning Your Story

• Key Chapters:
  • Chapter 2: The Power of Data Storytelling
  • Chapter 3: The Elements of a Data Story
• Key Highlights:
  • Data Storytelling Framework: Brent introduces the core concept that compelling data storytelling blends three key elements: data, narrative, and visuals. Understanding this simple framework helps you plan your story by balancing insights with an engaging narrative that focuses on the change in your organization and action.
  • Understanding Your Audience: This chapter explores who your audience is and what they care about. It emphasizes tailoring your story to address their needs, which enhances impact. Too often, we see dashboards that miss the mark. My first culprit is that the author did not spend enough time understanding what their stakeholders care about. Brent dives into really getting the right context before dashboarding a thing.
  • Context is Key: Brent emphasizes the importance of setting the proper context for your data to make the insights more relatable. It ensures the story will resonate with the audience, making it more effective, speaking about both the broader context and the examples that will make it come to life!
• Why Useful: Data story planning ensures your communication is relevant, targeted, and impactful. It focuses on audience engagement, which is critical for successful communication and action.

2. Building Your Data Story

• Key Chapters:
  • Chapter 4: Crafting a Compelling Narrative
  • Chapter 5: Selecting the Right Data
• Key Highlights:
  • Compelling Narrative Structure: Brent discusses how to structure your data into a narrative with a clear beginning, middle, and end. This includes framing a problem, showcasing data insights, and presenting solutions. He focuses on leading you to the aha moment in your story that will surely hook your audience.
  • Story Arc: The book introduces the concept of a "story arc" in data storytelling, where you build tension through insights and then provide resolution. This helps the audience stay engaged and helps you design the right story structure to lead the audience through.
  • Choosing Relevant Data: Not all data is equally important. Brent teaches how to filter the noise and focus on the data points that drive your story forward, aligning it with the narrative and visualization.
• Why Useful: These chapters give practical advice on constructing a cohesive story using data, ensuring the insights are clear and compelling. It helps you focus on the most essential elements, avoiding information overload.
• Hint: Start with choosing your headings and subheadings to build your narrative.

3. Executing Your Data Story

• Key Chapters:
  • Chapter 7-8: Designing Effective Data Visuals
  • Chapter 9: Presenting Your Data Story
• Key Highlights:
  • Data Visualization Best Practices: Here, Brent provides detailed guidance on creating visuals that complement and enhance your narrative. He emphasizes clarity, simplicity, and the alignment of visuals with the message. Keep it simple and aligned to the goal you have for
  • Practical Presentation Skills: Execution is not just about creating the story but also about delivering it. Dykes discusses techniques for confidently presenting data stories, engaging with the audience, and handling questions or objections.
  • Call to Action: An essential aspect of execution is driving the audience toward a decision or action. The book highlights the importance of ending with a clear takeaway that motivates the audience to act based on the insights shared.
• Why Useful: These chapters ensure that the story is delivered in a way that is both visually appealing and easy to understand. Focusing on presentation skills and actionable insights is essential for effectively communicating your message.

So, all in all, a very useful book for anyone in the world of data storytelling. Check it out here.

Till next time!

K

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