This course is now delivered online as a series of live sessions which fully meet the learning objectives of face-to-face training

Stories are how human beings make sense of the world. They are what we’re persuaded by, particularly when they’re rooted in genuine evidence.

 

Overview
Stories are how human beings make sense of the world. They are what we are persuaded by, particularly when they’re rooted in genuine evidence. In the data-rich corporate world, storytellers need to deploy facts and evidence as the foundation of stories – not instead of the stories, and not as the actual stories themselves. To be truly effective, facts need to be presented with a level of emotion, with the stories starring real people.

The Big Data revolution means more data is available than ever before. The trouble is, most people aren’t terribly good at applying it, while those who are – the world’s finest planners and researchers – don’t always make the best storytellers.

Narrative by Numbers offers simple and effective rules of data-driven storytelling that help everyone tell more powerful and purposeful stories with data and statistics at their heart.

Learning outcomes:

  • How to build convincing stories using data and statistics
  • How to avoid the Curse of Knowledge, false positives and spurious correlations
  • How to find and use the ‘killer statistic’ to best effect
  • Why empathy is the most important skill of the data-driven storyteller
  • How the best data-driven storytellers do it: from Sport England and Spotify, to easyJet and Tesco
Runs Insight Agents, the data storytelling consultancy he founded in 2013. Originally a classicist, Sam has 30 years’ experience in marketing communications, both agency and in-house. He also holds a doctorate in experimental psychology. Sam is author of the critically-acclaimed book Narrative by Numbers (Routledge, 2018), which sets out his Golden Rules for more impactful data storytelling. This will be followed in Spring 2020 by a sequel, How To Be Insightful. A sought-after keynote speaker, trainer, and podcaster, Sam is the co-founder and co-host of the Small Data Forum podcast.

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