The whole idea of storytelling when applied to business intelligence (BI) is to take an idea or an insight and turn it into an appealing story to show what we think about it. The story makes our insight more interesting. This also happens in everyday life; stories have always been the go-to method to grab someone's attraction.

Aristotle, the Greek philosopher from the third century BC, argued that to convince people, we need the following:

• Ethos: We have the right to say something about a matter when we are ethical (this word comes directly from ethos) and we have the credibility to talk about that subject because we have a strong background or knowledge about that matter.
• Logos: We appeal to logical reasoning (the word logic comes directly from logos) because we are using facts and numbers.
• Pathos: We persuade an audience by appealing to their emotions. This is why we tell a story. Modern neuroscience tells us that when we tell a story, we activate the limbic system, which is related to our emotions. To activate this area, we have to capture the audience's attention using images, videos, different colors, and so on.

Qlik Sense has a built-in feature called stories that allows users to present their data discoveries and insights as a slideshow, creating an effective mode of communication across the organization. Stories allow users to share their data discoveries using well-known presentation tools, similar to those of Microsoft PowerPoint, but with a lot of improvements.

In this chapter, we are going to look at an effective way to communicate insights using a Qlik Sense feature called storytelling by covering the following topics: 

• An overview of stories
• Creating snapshots
• Planning and organizing presentations
• Creating and editing stories
• Sharing stories