In this episode of unDUBBED, we’re joined by Cole Nussbaumer Knaflic, founder of Storytelling with Data and one of the most influential voices in data storytelling and data visualisation.

Cole shares practical, real-world insights on why data often fails to drive decisions - even when the analysis is right - and how to shift from simply showing data to actually influencing outcomes.

From her journey through banking and Google’s People Analytics team to building a global data storytelling movement, this conversation is packed with actionable techniques to help you communicate data with clarity, purpose, and impact.

Why data fails to drive decisions - and how to fix it

The shift from showing data to explaining data

Audience-first thinking in data storytelling

Structuring communication using the narrative arc

The role of iteration, feedback, and time in crafting data stories

When to use dashboards vs storytelling

The risks and realities of AI in data visualisation

Cole’s journey from banking to Google and founding Storytelling with Data

How data visualisation became a critical business communication skill

Why designing for yourself (not your audience) is the biggest mistake in data

The difference between exploring data vs explaining data

How to use titles, annotations, and contrast to guide attention

The power of low-fidelity prototyping and iteration for alignment

Why most data presentations follow a “selfish” structure - and how to fix it

Using the narrative arc to create tension and drive action

How to develop a clear “Big Idea” before building anything

The role of AI in data storytelling - speed vs risk, and hallucinations

Common chart mistakes, including unnecessary detail and poor audience focus

00:00 - Introduction to data storytelling with Cole Nussbaumer Knaflic

02:12 - Cole's journey from banking to data visualization at Google

03:45 - The importance of clear visual communication in business

06:46 - Teaching data visualization at Google and creating impact

08:45 - The storytelling ecosystem: books, workshops, community

10:48 - Making data concepts accessible and engaging

13:33 - The collaborative process behind “Storytelling with Data: Before and After”

17:17 - The power of the “before and after” in data improvement

18:10 - The storytelling process as a “glow up” for data

19:01 - Tools and techniques for rapid prototyping and iteration

20:41 - Strategies for understanding the audience and customizing communication

23:52 - Using low-tech methods for stakeholder alignment

27:03 - Balancing detail with clarity: avoiding overwhelm

29:54 - Differentiating between storytelling and dashboards

33:10 - Structuring data communication as a narrative arc

36:39 - The importance of concise messaging and annotations

46:16 - Layering information to enhance understanding

50:52 - Developing the “Big Idea”: clear, impactful core message

55:43 - The role of AI and machine-generated charts in modern data storytelling

64:10 - Common chart crimes and things to stop doing

64:47 - Final takeaways: prioritize audience understanding and time

66:09 - Resources, books, and ways to connect with Cole

Storytelling with Data → https://www.storytellingwithdata.com

Storytelling with Data: Before and After (book) → https://www.storytellingwithdata.com/before-and-after

Daphne Draws Data → https://daphnedrawsdata.com

Tableau → https://www.tableau.com

Figma → https://www.figma.com

AI tools → https://claude.ai   | https://chat.openai.com

LinkedIn → https://www.linkedin.com/in/colenussbaumerknaflic

Website → https://www.storytellingwithdata.com

Data alone doesn’t drive decisions - clear communication does

If your audience doesn’t know what to do, your data has failed

Start with the audience and the action, not the analysis

Use storytelling to create tension, clarity, and direction

AI can accelerate workflows - but human judgment remains critical