None of the facts and figures matter until you have some sort of emotional connection

Recent political events reveal that the emotive appeal of a well-wrapped story has often more impact on people’s decision-making than facts and figures alone. An analysis of the 2016 US presidential election revealed that the then-Republican candidate and now 45th US President, Donald Trump, made around 560 false claims during his campaign.

In an era when fact checking has never been so easy, this counter intuitive triumph of myth over reality begs the question: how did he get away with it?

As a reality TV star, Trump was well aware of the importance of storytelling over hard facts. His narrative pitted himself as the underdog; persecuted by the media at home and abroad, fighting his noble quest against Mexican immigrants, globalisation and the establishment elites in order to make America great again.

Any individual working with numbers should take heed of the Trump saga: whilst not all people may be data literate, everyone can relate to a good story. Corporations, therefore, should seek to explore and exploit this opportunity to increase the power of their insights.


Everyone can be a storyteller

Tracking down the unicorn: a live example

The 3C rules: Choose a message, contextualise, compare

The magic 8 questions to help you create a storytelling

The cherry on top:

title and details

A sad story: when

data is not enough