Transform your reporting using the elements of storytelling

Stories need more than just plots and settings. They should have characters, conflict, and themes, too.

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1. By not mentioning the characters, you are not showing the value that you provide or tipping your hat to the client for a change that they have made. (Just remember: A little bit of swagger is a good thing, and everyone loves to be acknowledged.) 2. Avoiding the conflict separates your statistics from the No. 1 thing in every client’s mind: business objectives. A KPI is superfluous if it is not tied directly to the ultimate goal. 3. Missing the theme gives the client no actionable next steps to capitalize on previous success or pivot after a mistake.

Now that you know the requisite elements of each statistic you present, you have the information necessary to prove your worth—but arranging that information in a simple way is crucial to retention.

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