Storytelling with You: Plan, Create, and Deliver a Stellar Presentation by Cole Nussbaumer Knaflic

The standard business presentation is often a missed opportunity where data dumps and “teleprompter” slides fail to inspire action. Storytelling with You: Plan, Create, and Deliver a Stellar Presentation by Cole Nussbaumer Knaflic provides a practical, three-phase roadmap to transform from a data-focused individual into a confident, impactful storyteller. By identifying the irresistible “cookie” that motivates your audience, you can solve the problem of lackluster sessions and drive the change you seek.

Who May Benefit

• Business professionals who need to encourage others to see a different perspective or take specific actions.
• Data analysts looking to elevate their findings beyond charts into compelling narratives.
• Introverts seeking structured, practiced techniques to step comfortably onto the stage.
• Managers and executives preparing for high-stakes meetings or keynote addresses.
• Teams aiming for cohesive communication and shared storytelling principles.

Top 3 Key Insights

1. Prioritize the audience’s needs: Identify the “cookie”—the vision or reward the audience finds irresistible—to drive action.
2. Distill your message: Formulate a “Big Idea” that articulates a specific point of view and stakes.
3. Structure with story: Use the narrative arc to create tension and a satisfying resolution.

4 More Takeaways

1. Plan low-tech: Use sticky notes to storyboard content before opening software.
2. Slides are assistants: Design materials to augment your voice, not act as a teleprompter.
3. Refine graphs: Declutter visuals and focus attention using contrast.
4. Practice aloud: Record your delivery to identify filler words and perfect your vocal cadence.

Book in 1 Sentence

This keyword-rich guide provides a comprehensive “plan, create, deliver” framework to transform raw information into irresistible, action-oriented business stories that inspire organizational change.

Book in 1 Minute

Knaflic transitions from her best-selling focus on data visualization to a complete guide for the presenter. The book is organized into three critical phases: Plan, Create, and Deliver. Readers learn to analyze their audience deeply, identifying the irresistible reward that motivates action. The “Plan” phase emphasizes low-tech storyboarding and distillation of messages into a single-sentence “Big Idea”. The “Create” section focuses on designing effective slides where words, graphs, and images support the speaker rather than distracting the audience. Finally, the “Deliver” phase provides actionable strategies for practicing aloud, building confidence through self-evaluation, and responding gracefully to the unexpected. The ultimate outcome is a mindset shift: you aren’t just sharing facts; you are forming a curated path to build understanding and inspire your audience to act.

1 Unique Aspect

The book utilizes a continuous, real-world TRIX trail mix case study to demonstrate how to apply every concept from initial audience analysis to final delivery. It uniquely blends graphic design affordances with behavioral psychology and public speaking tactics.

Chapter-wise Summary

Chapter 1: Consider Your Audience

• “Your audience: these are the people you are going to inform, inspire, and incite to act.”
• Communication is fundamentally for the audience, not the presenter. Success requires moving past one’s own preferences to identify what compels others to act. This chapter guides readers to prioritize target audiences and use personas to segment diverse groups. By narrowing the focus to “now” and identifying the primary decision-maker, presenters set a foundation for effective tailoring.
• Chapter Key Points:
  • Identify the irresistible “cookie”.
  • Prioritize decision-makers.
  • Tailor your approach.

Chapter 2: Craft Your Message

• “If you can’t clearly articulate the action, you should consider whether you need to communicate in the first place.”
• Presenters often fail by generating content without a clear goal. Knaflic introduces the “Big Idea”, a single sentence that articulates a point of view and stakes. To reach this distillation, communicators can first form a “3-minute story” containing a plot, twist, and ending.
• Chapter Key Points:
  • Define audience action.
  • Distill a “Big Idea”.
  • Frame with stakes.

Chapter 3: Compile the Pieces

• “Remain low tech as we plan to help avoid the attachment trap.”
• Opening presentation software too early can hinder creativity and lead to wasted effort on unnecessary slides. Knaflic advocates for low-tech storyboarding using sticky notes to brainstorm and arrange ideas. This process encourages “intentional discard,” ensuring every bit of content serves the Big Idea.
• Chapter Key Points:
  • Brainstorm on sticky notes.
  • Use intentional discard.
  • Storyboard as a team.

Chapter 4: Form a Story

• “You are not telling your story—you are forming a story for your audience.”
• Linear presentations are often boring; stories engage the audience through a rise and fall in tension. This chapter utilizes the narrative arc—plot, rising action, climax, falling action, and resolution—to structure content. Presenters learn to identify relevant tension that necessitates their proposed solution.
• Chapter Key Points:
  • Employ the narrative arc.
  • Identifyrelevant tension.
  • Curate a specific path.

Chapter 5: Set the Style & Structure

• “Your slides are not what will do the communicating—you are.”
• Transitioning from planning to creation requires setting a foundational design style including color, font, and layout. By making a slide master first, presenters ensure visual harmony and efficiency. Establishing horizontal logic ensures slide titles alone convey the overarching story.
• Chapter Key Points:
  • Create a slide master.
  • Establish horizontal logic.
  • Use navigation schemes.

Chapter 6: Say It with Words

• “Text plays an important role in visual communications… using words wisely.”
• Words set expectations and reinforce points. Knaflic recommends using “takeaway titles” that highlight the primary message rather than descriptive ones. Strategic use of sparing text and visual hierarchy helps prevent overwhelming the audience with “teleprompter” slides.
• Chapter Key Points:
  • Use takeaway titles.
  • Avoid teleprompter slides.
  • Leverage scannable words.

Chapter 7: Show Data in Graphs

• “Executed well, a graph brings an awesome ‘aha’ moment of understanding.”
• Graphs facilitate speed and comprehension. Presenters should articulate their takeaway in words first, then choose a visual form where function drives form. Decluttering and focusing attention through contrast are essential for clarity.
• Chapter Key Points:
  • Form follows function.
  • Declutter your graphs.
  • Build graphs step-by-step.

Chapter 8: Illustrate with Images

• “Pictures used well are extremely powerful.”
• Images aid recall via the Picture Superiority Effect and can set the emotional tone for a presentation. This chapter covers the effective use of photographs, illustrations, and diagrams to help audiences see complex concepts.
• Chapter Key Points:
  • Leverage Picture Superiority.
  • Commit to high-quality images.
  • Use purposeful diagrams.

Chapter 9: Refine Through Practice

• “Practice until you feel comfortable with your content and are able to talk through it eloquently.”
• The presenter is the most critical element of the communication. Knaflic urges presenters to practice out loud to perfect transitions and commit the flow to memory. Timing yourself and conducting dry runs in the actual environment identifies potential flaws.
• Chapter Key Points:
  • Practice transitions aloud.
  • Time your session.
  • Do a full dry run.

Chapter 10: Build Your Confidence

• “Recording oneself is the single most uncomfortable—yet mighty—way of improving how you present.”
• Self-assurance comes from deliberate action and self-evaluation. This chapter details using video recording to catch filler words and poor posture. Practitioners learn to establish presence through intentional movement and vocal variety.
• Chapter Key Points:
  • Record and self-evaluate.
  • Eliminate filler words.
  • Establish physical presence.

Chapter 11: Introduce Yourself

• “The way you introduce yourself… can have a profound impact on the way that others perceive you.”
• Introductions are opportunities to build rapport. Knaflic provides a process for identifying desired impressions, brainstorming demonstrating anecdotes, and forming them into a cohesive story of you.
• Chapter Key Points:
  • Identify key impressions.
  • Use demonstrating anecdotes.
  • Practice time-constrained versions.

Chapter 12: Have a Stellar Session

• “It is time to engage people and inspire the action that you seek.”
• Presenting successfully requires being fully present and observing audience cues. Communicators must prepare for unexpected technical failures and respond gracefully with poise.
• Chapter Key Points:
  • Observe audience cues.
  • Prepare for Murphy’s Law.
  • Breathe and stay present.

10 Notable Quotes

1. “Identify that idea, opportunity, potential reward, or vision of the future that your audience will find irresistible.”
2. “If you can’t present your ideas effectively, there’s no way I can drive the change I seek.”
3. “Stories resonate and stay with us in ways that facts do not.”
4. “Distill complex messages into a single-sentence ‘Big Idea’ that articulates a point of view and stakes.”
5. “Your slides are there to support you, not the other way around!”
6. “Self-imposed constraints… can help you problem solve in new ways.”
7. “Words have an amazing ability to prime.”
8. “Don’t use your slides as a teleprompter!”
9. “Get comfortable with silence.”
10. “Every presentation is another opportunity to try something new, learn, and improve.”

About the Author

Cole Nussbaumer Knaflic is the founder and CEO of storytelling with data (SWD) and a globally recognized expert in data communication. Her career began in analytical roles within banking and private equity, followed by a tenure on the Google People Analytics team, where she developed a highly popular course on effective data communication. Initially a self-described introvert who struggled with public speaking, Cole intentionally honed her craft through over a thousand workshops and keynote sessions for Fortune 500 companies and philanthropic organizations. She is the author of several best-selling books, including storytelling with data: a data visualization guide for business professionals, which has been translated into more than 20 languages and is used as a university textbook. Cole holds a BS in Applied Mathematics and an MBA from the University of Washington. She currently leads the SWD team in their mission to ridding the world of ineffective visuals and inspiring powerful, data-driven storytelling.

Frequently Asked Question

1. What is the “cookie”? It is the Irresistible vision or reward that motivates your audience to listen and act.
2. What are the elements of a “Big Idea”? It must articulate your point of view, convey what is at stake, and be a complete sentence.
3. Why storyboard with sticky notes? They force conciseness and are easy to rearrange without the “attachment trap” of technical tools.
4. What is the narrative arc? A structure including plot, rising action, climax, falling action, and resolution to build engagement.
5. Should I memorize my script? No; commit the progression to memory but focus on sounding natural and polished rather than scripted.
6. How can I improve my vocal cadence? Vary your pace, volume, and pitch to keep the audience interested and emphasize key points.
7. What is horizontal logic? The practice of ensuring slide titles alone convey your overarching story when read consecutively.
8. How do I deal with technical failures? Anticipate them beforehand, bring back-up equipment, and respond gracefully in the moment.
9. What is the Rule of Thirds? A design guideline for placing key image elements along lines that divide the frame into nine areas.
10. How do I eliminate filler words? Record yourself presenting, transcribe the audio, and practice pausing to collect your thoughts.

How to Use This Book

Follow the Plan, Create, Deliver framework sequentially. Distill your next presentation’s message using the Big Idea worksheet. Storyboard on paper before opening your slide software. Finally, record yourself presenting a short segment to identify and refine filler words and posture.

Conclusion

Cole Nussbaumer Knaflic has provided the definitive guide for anyone ready to transform their business communications into irresistible narratives. By mastering these structured techniques, you can step out from behind your screen and speak with genuine authority. Don’t just share data—inspire your audience by picking up your copy of Storytelling with You today!