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How to Build a Story Around Data

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The importance of context in data storytelling

Context is key in today’s information-rich world, where a single data point often doesn’t tell the whole story. Just as media fact-checks require context to provide a complete picture, leaders in associations must also consider the context when sharing data with their boards.

Effective storytelling around data is crucial, as mere charts and graphs can leave room for interpretation bias. Jeffrey Cufaude, a facilitator and former association professional, emphasizes the need for leaders to be good storytellers to prevent misinterpretations, especially in polarized times.

There’s an unwillingness or a difficulty in accepting or appreciating a story that doesn’t align with the story they’re telling themselves.

Jeffrey Cufaude

Leaders must not only present data but also highlight potential misinterpretations that others might make. By providing data within the context of the association’s history and values, as Christina Lewellen of the Association of Technology Leaders in Independent Schools does, leaders can prevent misunderstandings.

It’s essential to gauge stakeholders’ confidence in the data presented. Cufaude suggests soliciting input on how people feel about the numbers and their interpretations to ensure alignment during strategic planning discussions.

Acknowledging diverse perspectives is crucial, as different individuals may interpret data differently based on their cultural backgrounds, geographical locations, or generational differences. Leaders should be mindful of these biases and strive to communicate effectively with all stakeholder groups.

Ultimately, the goal is to craft a narrative that resonates with various audiences and encourages them to broaden their perspectives. By using language that speaks to different cultures and stakeholder groups, leaders can ensure that their data storytelling is inclusive and impactful.

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