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Don't just use stats—build a story around them


Thirty-eight percent of Americans consider themselves flexitarian. Thirty-six percent of Americans are clinically obese. Ninety-three percent of people believe breakfast is essential, but 66% of them skip it. Let’s face it, we all love stats. They adorn our pitch decks and retailer presentations. We cite them when we want to appear smarter and more knowledgeable. We use them as part of our go-to-market narrative. What if we’ve been using statistics in the wrong way? Could we leverage them so that they deepen our understanding and increase their narrative impact?

Yes, because behind every statistic is a person. By relegating that person to a data point or a number on a pitch deck, we miss the power of their story. We aggregate individuals into statistics and, in the process, anonymize and dehumanize them. That doesn’t make our story more compelling or help us to better understand our consumers. Maybe we should try a different approach...

New Hope had 210K web visits in January, 2021.

See the full article here: https://www.newhope.com/business-resources/dont-just-use-statsbuild-story-around-them
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