I had the pleasure of attending a presentation by Rick Rekedal at Belmont University. The former Chief Creative of the Global Franchise Group at DreamWorks Animation spoke about ‘The Power of Story’ using examples from his work on the How To Train Your Dragon movie franchise. His lessons are as relevant for a data storyteller as they are for an aspiring screenwriter.

Here 6 storytelling lessons from Rekedal — and the implications for your next data story:

Story starts with your empathy for your audience. People want to love how they feel after hearing the your story. On the other side of that coin: your audience has fears and a story can help release them from those fears. Action: Determine what your audience wants to feel from your data story. Are they looking for confidence in in a decision they are making? The thrill of finding a new opportunity? Analytical support for a problem they believe is important?
We are living in a “story economy.” We have a growing array of platforms for sharing stories, and people want to feel purpose and belonging. Therefore, your story needs to stand out in a crowded, noisy field. The best way to stand out is by knowing the heart of your audience. Action: Analyze what stories the audience already has heard. Determine how your data story is going to fit in, or stand out.
Stories are about enabling change. Stories have the power to transform how people feel, see themselves, and act. They can also reinforce and build on beliefs that people already hold. Action: Before you start authoring your story, have a clear definition of what change you want to bring about in your audience.
Preparation is the majority of the work. Two-thirds of the effort of storytelling should be put into understanding your audience, their needs, and the landscape of stories. Only then does the crafting of your story begin. Action: In the data world, deadlines can pressure us to race to the finish line. Step back. Do you know enough about where you are going before you dive into the analysis?
Stories bring clarity to difficult concepts. The best stories help give audience a language about something they struggle to express. The process of editing your story is crucial to ensure clarity and precision of ideas and language. Action: Edit your data story down to the core concepts — and articulate them with care. It is ok to cut some interesting information if it bring focus to the most important concepts.
Find your central theme. Of all the elements of a story that Rekedal enumerated (plot, character, thought, speech, melody, decor, spectacle), the “thought” — i.e. the central theme and message — is most important. This is about finding the heart of the story. Themes should be important and reach deep into the psyche of the audience. His examples included: “I can accept myself in my own skin”; “Unconditional friends let me share my true colors.” Action: Each data story should have one theme. Don’t try to do too much. Make more stories.