Telling Stories with Data

You've finished the analysis: churn is up 3 points, driven by monthly plans, concentrated after the pricing change. Now the dangerous part — communication.

An audience doesn't want your process; it wants the answer and what to do about it. So invert the order you worked in:

• Conclusion first: 'Monthly-plan churn doubled after the April price change'
• Then the evidence: the one chart that proves it
• Then the recommendation: 'here's what we should test'

The exploration — dead ends, caveats, alternative cuts — lives in the appendix. Lead with it and the room stops listening before you reach the finding.