Narrative by Numbers ─ How to Tell Powerful and Purposeful Stories With Data
商品資訊
ISBN13:9780815353140
出版社:Routledge
作者:Sam Knowles
出版日:2018/02/08
裝訂/頁數:平裝/176頁
規格:20.3cm*13.3cm*1.3cm (高/寬/厚)
商品簡介
As jobs in the knowledge economy become increasingly similar, there are two core skills that everyone needs if they are going to thrive and succeed and to make a difference. These are the ability to interrogate and make sense of data, and the ability to use the insights extracted from the data to persuade others to take action. 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 pay attention to stories, we are persuaded by stories, and we react to stories. 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. To be truly effective and motivating, rational facts need to be presented with a wrapping of emotion. And it is through these stories that we can make positive change for good, at an organizational, societal and individual level.
The Big Data revolution means that more data is available than ever before. The trouble is, most people aren’t terribly numerate or good at statistics. Many find it hard to look at a set of data, do the "Where’s Wally?" (or Waldo) trick and extract insights from the information. Meanwhile, those for whom numbers and statistics hold no fear don’t always make the best storytellers. They mistakenly believe they need to prove their point and show their workings, by which point most people have turned off.
There are some simple and effective rules of data-driven storytelling that will help everyone tell more compelling, evidence-based stories, whoever they need to convince to create positive change. Narrative by Numbers shows you how.
作者簡介
Sam Knowles is a corporate and brand storyteller. Having worked for 25 years in public relations consultancy, the last 10 years as a planner, he has been telling data-driven stories all his professional life. From 2000-04, he took both a Masters and then a Doctorate in Experimental Psychology at Sussex University. This is where he fell in love with telling stories with data as their foundation, simplifying millions of data points into a clear, coherent narrative. In 2013, he founded storytelling consultancy, Insight Agents. He runs training courses for diverse audiences, including academics and marketing professionals.
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