Statistics Need Stories
Humans don't connect with numbers; we connect with fellow humans.
Information transfer psychology explains why the majority of talks, speeches, keynotes, and business engagements fail to connect with an audience, or to create benefit for either the speaker or the listener.
An expert can share all the proof points, statistics, and facts in the world, but if they leave out the human-to-human story, none of it will matter.
Most corporate communications are built on overwhelming data. Numbers are easy and low risk, requiring little of the speaker and minimal investment of either time or personal storytelling. Yet numbers without a story are vague and quickly forgotten. A metric without meaning is lost on an audience, and a KPI without connection collapses in a TKO.
In The Science of Storytelling, author Will Storr addresses our natural human desire for change. We started our interaction here, we shared mutually recognizable stories of what's possible, and we emerge in a better place.
Change is scary because it can represent either opportunity or danger. This also makes the potential for change magnetic and intoxicating. Push and pull, positive and negative. As Storr says, "It’s not hard to imagine why our brains have evolved to lock in on change as fast as possible. If you want to hold the attention of your audience, your story needs to involve meaningful change.”
Every successful interaction is based on the promise of transformation. In order to positively impact another person, and help them achieve something new and wonderful, they first have to embrace the value in the change being offered. That value can't just be statistical; It must also be accessible and personal.
As Storr suggests, "Instead of selling customers product X with Y features, sell them the idea that there is a new way their peers are solving (similar) problems. The perceived opportunity to gain a competitive advantage or the perceived threat (of being) left behind is what (will) capture the attention of your audience long enough to allow you to tell your story.”
"Communication expert Nancy Duarte argues that people are not persuaded by numbers (and certainly not by numbers alone); They are persuaded by drama — a compelling narrative, a sympathetic hero, a mighty challenge to overcome. This is why humans vote on emotion rather than facts, and why consumers purchase based on instinct rather than information.
Say I'm in the market for a new luxury sedan. I come from a long line of BMW owners, I've owned multiple BMWs myself, but I’m curious about the competition. I test drive Audi, Lexus, Mercedes-Benz, and Acura, where each dealer gives me a litany of statistical proof that their vehicle is clearly superior.
All models are fast off the line, all offer smooth rides, all handle beautifully, feature tight steering, smooth shifting, best-in-class engines, exceptional sound systems. And because every manufacturer's data says the same thing – that their product is "the best" – I buy another BMW because that’s what I know and trust. Statistical proof is not enough; If I'm going to embrace change, I need to hear a better story.
Bottom Line
The next time you're engaged with a colleague, a client, a team, or a loved one, pay attention to how frequently you use data to make your case. For every metric, add a meaningful, recognizable story that translates that metric into tangible human value. First share the number, then share why that number matters, and exactly why it pays off in personal, undeniable ways.
