Today we have user profiles, KPIs, ROAS, and dozens of other data points to determine how successful we are at persuading our consumer base to purchase.

More often than not we put extreme efforts into collecting data and significantly less effort into converting it into internal narratives which drive our external stories.

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Data holds the answers, but the narrative makes those answers sticky, memorable — even interesting. Donald Miller said, “Story helps because it is a sense-making mechanism. Essentially, story formulas put everything in order so the brain doesn’t have to work to understand what’s going on.”

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A good strategy needs all the data you can give it, but a great strategy needs story.