Some believe in the theory of radical empiricism, namely, that "data speak for themselves." Not so. Data always need to be spoken for. Narrative is one important way of speaking for data and other information.
Complementing my earlier scribblings on the role of narrative (storytelling) in scenario planning, marketing ace Paige Arnof-Fenn has a useful article on the importance of storytelling in sales and marketing. Snippets:
Facts are boring but putting facts into a context with emotion makes them memorable. Stories help you connect with people on a sensory level. I always gravitate to the color commentary sidekick who tells about how the person was dressed, what they ate for dinner, or the design of their office.
You can actually visualize the pin striped suit, smell the coffee in his oversized mug and taste the salty air blowing in through the open window. The descriptions make the facts come to life and keep us engaged.
Anybody can find the facts on Google but data starts to all run together if there is no context around the information. Creating a story with those facts is what helps them stand out.
