Telling Stories with Data

Matt Holt why is strategy important.png

There are two skills every planner and strategist needs if they’re going to thrive: The ability to interrogate and make sense of data, and the ability to use the insights from data to persuade others to take action. At its simplest, the equation underpinning modern business impact is this: Analytics + Storytelling = Influence.

Humans are hardwired to respond to stories and story structure. Stories are how we make sense of and navigate the world. We respond best to stories that are based on evidence; stories that are rooted in genuine, data-driven insights and examine an aspect of the human condition. But storytellers need to use data, facts, and evidence as the foundation of their stories, not instead of stories or as the actual stories themselves.

The ability to bring analytics and storytelling together is a defining characteristic of the impactful planner. Being able to see – and articulate – the forest from the trees. Being able to wade through all kinds of different data sets – qualitative, quantitative; numeric, verbal, visual – and develop a coherent story. Being able to do the “Where’s Wally?” thing.

What is the Workshop like?

Over the course of three hours, delegates learn how to enhance their data-driven storytelling skills with practical exercises including:

  • The Killer Stat – how to identify and use truly relevant data and statistics in impactful elevator pitches

  • The Five Whys – how asking why repeatedly helps you to find statistics that make your storytelling sing

  • What’s the Story? – working with real, blended data to build a powerful and compelling story

  • The Numbers Behind the News – how to read the news from a statistician’s point of view

  • The New Scientist test – how best to combine the rational and the emotional

Real examples of data-driven storytelling will be used throughout.

Workshop Information

Date & Time

13th October (PM - 1.30pm-5.30pm BST)


APG Members = £130+vat
Non Members = £250+vat

*Please note these tickets are non-refundable


This workshop will now be run online.


Sam Knowles

Sam Knowles


Dr Sam Knowles combines long and varied communications agency experience with a planner’s facility for turning relevant data into campaigns and narratives that resonate and deliver. Originally a class...

Cancellation policy

Should you cancel your booking for an APG training course, the following cancellation policy will apply: For a cancellation made more than 30 calendar days in advance of the training course, a full rebate will be applied. For a cancellation more than ten calendar days in advance of the training course, a rebate of 50% will be applied. For a cancellation less than ten days in advance of the training course no rebate will be applied.

Starts on:

Ends on:


Sales end on 17/07/2020 at 03:30PM

Book your Place