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Most teams that work with data are good at analysis. They can pull a report, run a model, build a dashboard. The hard part comes after these things, when they have to communicate what they found in a way that changes something. That's where data storytelling comes in. What is data storytelling? Data storytelling is the practice of communicating data insights using narrative. It's how you explain what the numbers show—along with what to do about them. It sounds simple. But it'

Data storytelling and data visualisation are often treated as the same thing. They aren't, and understanding the difference changes what your team builds, and whether it actually works.

Compliance reports don't explain themselves. The data stories are there, but someone has to find them. Here's the process I used to pull one out of Wellington City Council's 2024/25 annual report.

Dashboards and data stories are often treated as interchangeable. They aren't, and using the wrong one for the wrong situation means the communication fails regardless of how well it's built.