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SCOTT BERINATO: With data.
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Everybody's doing it, right?
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You're not doing it?
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You should be doing it.
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You've been told you should be doing it.
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Storytelling with data is the big thing.
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[MUSIC PLAYING]
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Well, it turns out you should be doing storytelling with data,
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but it's a lot easier than you probably think it is.
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Once you know the three elements of a story, setup, conflict,
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resolution, you can start telling stories with your data.
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Setup conflict resolution.
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Every story ever told from the beginning of time
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follows this structure.
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It's really that simple.
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Setup.
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Charlie Brown runs toward the ball.
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Conflict.
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Lucy takes the ball away at the last second.
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Resolution?
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Ah!
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And a setup is just some reality.
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And by reality, we just mean a situation.
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It could be fictional, but it's a reality
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you've created for the story.
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And then you have conflict, which has changed that reality.
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Without change, there is no story.
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You just have a bored audience.
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The resolution is just the new reality
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that the change creates.
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So with that in place, we can now take a chart,
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and we're going to break it down, pull it apart, find
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the stories in it, find the setups,
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the conflicts, the resolutions, and we're
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going to rebuild it as a storytelling device.
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[MUSIC PLAYING]
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OK.
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Now we're back with a chart.
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This is Global Real Home Price Index.
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The index is 100 and you see a bunch of lines for countries.
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There's a gray line in there.
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That's the aggregate as well.
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This chart is really showing home prices
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in a lot of different places in the world,
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and that's where I'm starting.
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So, I want to find the stories in here.
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And the first thing I start to notice, really,
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are a couple of things.
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I obviously noticed that big hump on the green line there.
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That's Japan.
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And I noticed that point where everything comes together.
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To me, that immediately says those are probably
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two places where there's conflict,
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but I realized something as I'm looking at this,
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and I'm glad I did, because otherwise,
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I would have had the wrong story.
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And that is that these home prices are indexed to 2005.
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So, the fact they come together there at 2005
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doesn't mean the prices came together.
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That just means those are the dollars
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that the people who made the chart
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used to show the change in house prices over time.
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So, there's really no conflict there.
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And in fact, I think that's my setup.
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That's where we start, because that's where they started.
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I can still tell those two stories on the left
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and on the right, but I start there
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instead of at the beginning of the chart.
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I can look backward and say, home prices rose steadily
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in most places in the world for 30 years
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except for in Japan, which experienced
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a three decade long bubble, and that is a perfectly good story.
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The setup is home prices rose steadily in most places,
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except in Japan, which is the conflict.
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And the resolution?
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It experienced this 30 year bubble.
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And then working from 2005 to the right,
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I have another story, which is that there was a smaller house
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bubble, housing price bubble in most places except Japan.
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So now, the story has flipped, but something different
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happened this time, and that is that the market's bifurcated.
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And you ended up with three markets, Australia, Canada,
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and New Zealand rising again, looking
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much like a bubble, and the rest falling
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and then rising back to about 2005 levels.
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So, I've really started to see a couple of stories emerge here.
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One, both starting in 2005, because that's
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where our prices start, and one sort
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of working backward in time, and one working forward in time.
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[MUSIC PLAYING]
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OK, so I'm going to spare you most of my sketching
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because it's so messy and chaotic,
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it probably would just give you a headache.
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But I did a bunch of sketching, and I
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arrived at these final charts.
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And I've split the chart up into a couple of states.
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It really helps your audience focus.
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So, here's my setup.
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You can see it.
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Prices rose steadily in most places in the world.
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I try to use my titles to actually reflect the story
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and hear.
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The steady increase reflects that setup.
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Instead of just using a generic title about global real home
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prices, which is boring and not helpful,
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the title can really do some work for me here.
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And then, I want to add the conflict and resolution
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state, too.
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There it is.
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You can see we've added Japan, Except in Japan in the title,
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and that conflict and resolution becomes clear
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that Japan was this bubble that lasted 30 years that was
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different than everywhere else.
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And you can see as I present this, it almost looks seamless,
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as if I'm just showing you one chart that changes state.
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So then I'm just going to repeat this process for going forward.
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And you see here, I've included my setup, conflict,
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and resolution altogether in one state.
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You see that little bubble and then
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you see the bifurcation of the market.
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But the most important thing is, I've really
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highlighted the elements of the story
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in both cases and nothing else.
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I've left out any information that might distract
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from telling that story.
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I've not focused on anything that
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doesn't matter to telling that simple story of setup,
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conflict, and resolution.
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Narrative is the most powerful, most human tool
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we have to communicate.
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If you can apply storytelling to your data,
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it creates an emotional connection with the audience.
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They're not only going to believe what you show them,
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they're going to feel it.
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[MUSIC PLAYING]