Evidence-based storytelling

Stories create emotional connection, but evidence builds credibility. The most compelling strategic communication combines both. Data provides the foundation, while narrative makes it memorable and actionable.

Start with the evidence that matters most to your audience. Usage metrics might convince product teams, while revenue data speaks to executives. Customer feedback resonates with designers, while performance metrics matter to engineers. Choose your evidence strategically based on who you're addressing.

But don't just present numbers. Explain what they mean. A 20% increase in user engagement becomes meaningful when you show how it connects to customer satisfaction and business growth. A technical improvement matters when you demonstrate its impact on user experience.

The balance is crucial. Too much data overwhelms and bores. Too little evidence feels like opinion. The sweet spot combines just enough proof with clear narrative. Use visuals to simplify complex data while telling the story of what the numbers reveal about your users and strategy.