10 essential skills: (8) communicating the data story & presentation

Storytelling is a crucial skill, especially in data analysis and analytics. Data scientists and related professionals should have the ability to express otherwise complex mathematical, statistical, and programmatic procedures, solutions, or products to their end-users and clients. Unfortunately, this is much easier said than done.

Imagine you've solved a complex problem. As a data science wizard, you know the ins and outs of your process and application. But to everyone else, what you've created feels like magic. And no one believes in magic! At least not enough to invest in a solution that looks too much like hocus-pocus!

In a technical domain like data science, the need for superior storytelling is especially pronounced.

Clear and effective communication can bridge the gap between the problem's solution and the adoption of that solution. And so for better or for worse, data scientists must be terrific communicators if they're going to drive strategic insights into actionable results. They must also be competent, coherent, and correct in the stories and conclusions they tell.

Before anything you do

First and foremost: understand the problem you are solving for, aka, solve a problem that actually contributes value (communicate with all stakeholders if necessary, take initiative)

--I once presented a big data solution to an executive only to be told I had committed to solving the wrong problem. The need hadn't aligned with management's expectations. Ouch!

--On the flip side, I've developed solutions to improve only 5% of an operations supply chain.

--My most accomplished solution was something I developed voluntarily after thorough research of a problem that included multiple stakeholders. I presented my solution to everyone, starting from the ground up. Each presentation was an improvement on the last in execution, style, and format. On the final pitch, the organization's senior directors unanimously voted in favour of the proposed solution which is in operation today. I followed every single one of the tenets I share below....

General methods for effective storytelling

Understand the problem

Understand your solution/conclusions

Know your audience

Create a narrative

Connect with emotion

Build a storyline for your presentation (beginning, middle, end. Is there a hero or obstacle?)

Follow the situation-problem-solution-next steps model

Keep it simple and short (I love the technical details too, but this isn't a solutions audit...)

Select only the most appropriate and effective visuals

Be persuasive

Practice cutting your original presentation by 25%-50% and see how the story takes shape

Communication mistakes

Do not... lie

Do not... manipulate the scale of charts

Do not... cherry pick data

Do not... jump to conclusions

Do not... use incorrect visuals for the type of information being shared (this can be misleading)

Do not.... expect the audience to read small print or large paragraphs

Do not... lack clarity (label every axis, provide every source, give all titles, share all measures, etc...)

Do not... drop the context (if something grew by 160%, what/when was the starting estimate?)

Do not...confuse the audience (with inconsistent terms, graphs, colors, titles, etc..)

Do not...waste time or space

Do not...be late

Bonus

Be prepared

Be confident - in the professional context, if confidence is a performance, so be it

Strive for perfection and professionalism

Dress competently

Demonstrate the product or solution

Create a mock product/example that can be delivered to the audience for a hands-on experience

Offer a take-away: product, sample, PDF, demonstration dashboard, infographic, ...

Rehearse your presentation with conviction; focus on clarity, pace, and intonation

Be adaptable, if time runs off course, have a plan to achieve your final conclusion/pitch without hurry

Prepare the presentation space early

Ensure all administrative details are accounted for, and double-check

Be organized: keep all communication materials in a single space that can be retrieved instantly even after many months

Be available/approachable for a follow-up

Keep your methodologies and sources in your back pocket

BE INNOVATIVE: leverage available tools and resources that don't add burden to the audience but facilitate effective communication, demonstration, and storytelling

In sum, communication and presentation skill in storytelling is significant. These skills can be the deciding factor in a hire, sale, investment or successful output. Approach the job of communication with as much care and consideration as the the underlying data science. After all, we operate in a dimension where communication and sharing information propel us forward.

Thanks for reading, and happy learning @ the big data life!