Storytelling is imperative to communicating ecosystem value and evolution. At its core, effective storytelling bridges the gap between data and community narratives, but the implications of accurately balancing each can make or break progress.
Collecting data is a natural, pragmatic first step to building a story because it provides the “what,” but it’s an imperfect and incomplete tool. Setting aside the questions of who is collecting the data, who has access to it, and the like, data alone never paints the full picture of an ecosystem or experience.
Brene Brown calls stories “data with a soul.” Connecting directly with communities and building trust allows ecosystem builders to get the “why” and “how” they need to strengthen their narrative. It allows them to dive deeper into the data, understand and contextualize trends, foster engagement, drive specific action, and build stronger ecosystems.
One vital aspect of storytelling within ecosystems is understanding the power of those with lived experience in the community. Chris Wink, co-founder and CEO of Technical.ly and a moderator at our recent SuperConnect event, said, “You can’t be competing in the game and calling play-by-play.” When we promote a predetermined narrative based on our feelings and observances alone, we miss the opportunity to engage in dynamic conversations that reflect actual conditions, feedback, and data within the ecosystem. We lose the institutional knowledge carried over from the super connectors within the ecosystem, and we perpetuate discrepancies between the data we are presented and how it is perceived on the ground.
On the SuperConnect panel, Ben Ihde, coordinator of Forge North, part of the Minneapolis St. Paul Economic Development Partnership, said his team looks at data sites such as Crunchbase and Pitchbook but recognizes they are imperfect and incomplete sources. They do, however, allow him to start questions about the region’s needs and how Forge North can fill in the gaps.
Quantitative data offers that high-level view, and then individual stories become essential for motivating impact. However, the impact does depend on your audience. Recognizing that can help you navigate an effective storytelling approach.
Ihde said, “I have found sometimes that the quantitative data gets more traction with decision makers than the qualitative data.” He also recognizes the importance of helping bridge the gaps for these stakeholders to ensure they get the full picture.
Two pathways that came out of the SuperConnect panel to accomplish this were:
- Ihde’s use of a pop quiz format during Twin Cities Startup Week, where his team transformed data-heavy content into interactive activities to foster conversation and engagement.
- Chris Bonner, who leads data, collection, analysis and reporting at UpSurge Baltimore, suggested strategically timing the release of data-driven insights when it will be most relevant and impactful for the receiving audience.
Charlotte Clark, Economic Recovery Corps fellow working with Impact Hub Baltimore and the Baltimore Base Network underscored the importance of this nuisance, explaining how qualitative insights can highlight specific systemic challenges that data alone might miss. These insights are essential for potential advocacy and catalysts for change.Both strategies allow the receiver to contextualize the data in a new way and foster engagement in the process. It leaves the door open for further exploration, curiosity, and potential deep dives into the how and why behind the numbers.
The key to effectively communicating a message is a data-driven, heart-led approach that puts trust and community building at the center and treats storytelling as an iterative process that refines itself based on feedback from the community as it builds and shifts.
Effective storytelling isn’t marketing. It’s communication combined with data, told in the unique language of each community. When interpreted effectively, it can have a profound impact on the successful development of an ecosystem.