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ART OF STORYTELLING.”The universe is made of stories, not of atoms,” poet Muriel Rukeyser famously said. Storytelling in simple context can be referred to as the connection between cause and effect, and narratively it can help us to make sense of the world around us. As found by a researcher Jeremy Hsu, 65% of our conversations are made up of person stories and gossips, which means, that our conversations are dominated by stories. Stories have existed since some time before written history, however the want to hear stories hasn’t changed, nor has the aching to recount stories.WHY IS STORYTELLING SO IMPORTANT?The idea of storytelling is fascinating; to take an idea or an incident, and turn it into a story. It brings the idea to life and makes it  more interesting. This happens in our day to day life. Whether we narrate a funny incident or our findings, stories have always been the “go-to” to draw interest from listeners and readers alike. Stories, as also ever known to anyone, have the ability to spark emotions, whether it’s satisfaction, sympathy, trust or outrage. While listening to a certain story, the language-processing parts of our brain gets activated, but also in addition with those, the experiential parts of our brain come alive too- fundamentally our brain are more engaged when listening to stories.Insert pictureStories help to cement the bond of connection through which we humans are connected together at this present day. Stories help us build trust amongst our peers or colleagues, they allow us to learn new things, because narrating a story requires research about the insights of the product detailed that is to be conveyed, and this certainly helps us to get connected with like minded people. But it’s difficult to know how to weave in a good narrative, right?That’s how we can do that:Insert pictureWhat makes a Great Story?You probably must’ve read a few novels over your lifetime, or even if not that, you must’ve read a news story, in fact. So what do these have in common? Well, they have a beginning, a middle and an end.When you begin reading a certain novel or news story, the characters (or the subject) are usually in a completely different place than they are at the end, and the plot weaves us along the journey they take to get there. Because, there’s an art to great storytelling. Often people link the stories with themselves in order to have the better understanding of the content. You need to draw attention of the people towards your story so that they take interest in the story till the end. Storytelling is not just a case saying “I did this, then this, then this.” And the story should have the climax and an outcome which people are rooting for. You need to create tension which draws people in, to keep them engaged and wanting more.Insert PictureFor making your story a better one, not:Do a small research on the topic you’re about to narrate your story on, and alter the important issues, cut them down to get the most beneficial contents in your hands, this will help you reach out to a better number of audienceKeep your stories simple to be understood by the people, which certainly drops a stronger impact on them.The element of climax will draw more attention of people to read through the end of it, make it worth a while.The conclusion of the story should have a certain element which makes the people learn something new.Be original.ROLE OF STORYTELLING IN BUSINESS INTELLIGENCE.In the market scenario, where similar products are sold by different organisations at the same time, the power is storytelling is something every business needs to realise before launching their product into the market. Because, storytelling is the simplest way to get people aware about your product details and why do they need it, in a way they remember it. Brand storytelling  isn’t new; organisations have utilised publicising to bring out feelings through narrating for quite a long time.Marketing team knows that effective storytelling enhances brand and knocks down barriers to sales. Additionally, it’s turning into an effective method to convey information and data in business insight activities because everyone like a good story. Also, there are several business intelligence vendors even promote storytelling as a needed component of data discovery.Storytelling is independent of any BI technology, it’s rather a craft or an art, which is poorly understood and needs formal constructs. The vendors might add their own features to convey their stories, but it still needs the craft, the art of storytelling because BI isn’t that effective without some of the storytelling skills.The BI storytelling should have these following elements:Should be a highly condensed story with a beginning, middle (main content) and end (the conclusion) that is relevant to the listeners.Should have a hero – mention the names of people who accomplished something noteworthyIncorporate a surprising element, something that shocks the listeners out of complacency and shakes up their model of realityStimulate an “of course” reaction and the listener should see the obvious path to the future; get the listener “from there to here” while believing they found their own way. Embody the desired change process.Inform and also motivate the listeners to take action or want to know more.Create a personal connection between the listener and the message in order to change the listeners’ opinion or inspire them to undertake difficult goals to improve things.So, How to create stories?To create a story or a plot is the first step to selling your ideas with a strong foot forward. Most people fail to think their stories through and cannot differentiate themselves from mediocrity.Start with a pen-and-paper approach:Scripting down your ideas and flow before you start structuring your story is very essential to your final product. The single most important thing you can do to dramatically improve your analytics is to have a great story to tell. A flow that you can generate can have a lit of friction in your end result.Visually engaging presentations will inspire your audience, but they definitely need more work to be put in, so it’s a better approach to structure your report involving plots and charts which will give you a better understanding of your data.Aristotle’s classic five point plan that helps deliver strong impacts is:Deliver a story or statement that arouses the audience’s interest.Pose a problem or question that has to be solved or answered.Offer a solution to the problem you raised.Describe specific benefits for adopting the course of action set forth in your solution.State a call to action.Identify the sole purpose of your story:Identify closely, what is the idea of your story. You need to ask yourself, “What am I really giving with this story?” It’s never the story alone, but what the story can do to make decision making better. What you are displaying is the idea of a better decision making or analytics.Develop a personal “passion statement”. In one sentence, you need to tell your prospects and why you are genuinely excited about working with them. Your passion statement will be remembered long.Powerful headings:Create your heading, a one-sentence statement for your story, visual, or analysis. The most effective headlines are concise, specific, and offer a personal benefit.Remember, your heading is a statement that offers your audience a vision of a better understanding. It’s not about you. It’s about them.Design a Road-Map:Create a list of all the key points you want your audience to know about your story, visual, or analysis.Categorise the list until you are left with only three major message points. This group of three will provide the verbal road map for your story.Under each of your three key messages, add supporting evidences to enhance the narrative. These could include some or all of the following: personal stories, facts, examples, analogies etc.Conclude with brevity:Now that you have put forward all points of your story, your conclusion should be short and powerful.