Insight

The Power of Data Storytelling in Finance

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What makes people remember?

You can walk into a room and deliver the most accurate, technically brilliant presentation. But by the time people leave, they’ll have forgotten half of it and week later, 95% is gone.

That’s why storytelling matters. Especially when it comes to data.

In a conversation with Rosanne Werner, CEO of XcelerateIQ, she discusses how she has spent her career translating between the numbers and the people. With a background in finance transformation and a decade at Coca-Cola, she now runs XcelerateIQ, a company helping organisations unlock the value of data and AI by focusing on mindset, culture and behaviour.

In this conversation, she broke down the neuroscience behind storytelling, what finance teams get wrong about data, and how to get people to care.

What data stories really do

Storytelling isn’t just a communication trick. It’s how our brains are wired to understand the world. Rosanne points to studies showing that when you’re presented with facts, only part of your brain lights up. But when you’re told a story, your whole brain activates.

“Stories are remembered 22 times more than facts,” she explains. “It hits the senses, the emotions, the subconscious. That’s what makes it stick.”

She references the work of Antonio Damasio, a neuroscientist who studied a patient with damage to the brain’s emotion centre. He could still analyse information, but he couldn’t make basic decisions like what to eat or drink. The takeaway? Emotion is critical to action.

“People make decisions based on emotion and then try to find the logic to back it up.”

How finance teams can tailor their story

The first step is to know your audience.

Rosanne lays it out clearly: “Are they strategic, tactical or operational? What’s their technical expertise? Are they sceptical or data-cautious, or are they already advocates?”

That insight shapes everything from the language you use to the way you visualise your insights. It’s not just about making your point. It’s about delivering it in a way that lands.

“Stories are remembered 22 times more than facts because more of your brain lights up, more of your channels are open to absorb the data. And when you connect emotions with the data, it goes into the subconscious and people remember it.” – Rosanne Werner, CEO of XcelerateIQ

Visuals matter more than you think

We’ve all seen dashboards that feel like punishment. Overcomplicated graphs and too many colours.

“Humans struggle to quantify angles,” Rosanne says. “So, ditch the pie charts. Pie is for dessert.”

Her advice is simple but often ignored, remove the clutter. No tilting, no unnecessary text. Make sure your headline tells the story before your audience has to.

“Within five seconds, they should know what the chart is saying, what pain point it solves, and what they need to act on.”

Getting people to use the data

Having data isn’t the problem, using it is.

Rosanne sees the same mistake again and again, “Leaders think it’s a technology issue, that a new tool will fix things. But if your culture and behaviours stay the same, the shiny new tool won’t help.”

Her work is rooted in the people side of transformation. That means habits and small daily changes that add up.

“People are creatures of habit. You have to break the change down. Don’t ask them to spend all day with dashboards. Ask them to spend 10 minutes each morning or share insights in team meetings.”

She calls it habit stacking. Connect the new behaviour to something they already do.

Creating FOMO with data

Beyond individual habits, Rosanne is a big believer in social learning.

“When someone shares a success story, for example, how they used data to save money or drive sales, it creates FOMO. Others want to get in the game.”

It’s not just about remembering, it’s about acting. “People learn better in groups. When you feel emotion in a group setting, it goes into long-term memory.”

Turning curiosity into change

At Coca-Cola, she helped launch a global data fluency program. Her approach was to start with the catalysts.

“We picked people who were excited about data and also influencers in their teams. We gave them the learning program but also brought them into workshops to solve real problems.”

One of those sessions had 200 people dialled in from across the world. “It created awareness. People started to see how the data they entered had a ripple effect across the business.”

She also set up an AI mastermind group. “We experimented with prompts, shared outputs, built curiosity. You can’t teach that from a textbook.”

“People make decisions based on the emotions and then try to find the logic to back it up. Storytelling with data is powerful because you’re connecting with your audience.” – Rosanne Werner, CEO of XcelerateIQ

Structure your story like a movie

Rosanne sees storytelling as a skill you can shape. And just like in film, structure matters.

“You need a hook. Maybe sales dropped 60% in six months. Then your rising action: younger generations are choosing healthier drinks. Then your climax: we need to win them back with zero sugar options. Finally, the resolution: here’s how marketing and distribution strategies need to change.”

She emphasises it’s not just about data. It’s about crafting a narrative that connects. “You want the audience thinking, ‘I have a daughter who doesn’t drink fizzy drinks anymore.’ That’s what sticks.”

Practice, feedback, repetition

You don’t become a good storyteller overnight.

“Start by writing it out. Record yourself. Use AI voice coaching to track how many ums and ahs you use. Ask for feedback, then do it again.”

Rosanne did it herself. “Watch videos of good speakers. Pick one thing you like and try it. Instead of saying ‘um’, try pausing.”

Repetition helps and so does clarity. “If someone asks what mode is, relate it back. At Coke, mode was used to find the most popular drink. That’s frequency in a data set.”

Takeaways for Finance Leaders

Rosanne Werner’s experience offers practical guidance for CFOs and finance leaders looking to make data storytelling a core part of their toolkit:

  • Know your audience before you speak: Whether you’re presenting to the board or frontline teams, tailor your message. Are they strategic or operational? Data-sceptical or fully bought in? Your story needs to meet them where they are.

  • Design visuals that tell the story fast: Don’t make people work to understand your charts. Strip out the clutter, and make the takeaway obvious in five seconds or less, leading with a clear headline.

  • Build habits, not just tools: Data adoption doesn’t start with a new platform, it starts with behaviour. Encourage small, consistent actions, like reviewing a dashboard for 10 minutes each morning or sharing insights in team meetings.

  • Create momentum with social proof: Highlight stories of team members using data to make an impact. When people see peers driving results, it builds FOMO and encourages broader adoption.

  • Structure your message like a film: Use narrative arcs to land your point. Start with the hook, build tension with the problem, then offer a resolution. Stories stick when they feel personal and relevant.

  • Treat storytelling as a core skill, not an add-on: Ask your team what’s landing and what’s not. Did the message resonate? Did it drive action? Blending emotion with evidence makes insights memorable, and actionable.

  • Invest in practice and feedback: Like any other capability, storytelling improves with repetition. Write it out, rehearse it, get feedback, and refine. Even a small improvement in clarity or delivery can make a big difference.

Listen to the episode of the STOIX Podcast

To hear Rosanne Werner’s full conversation, watch the complete podcast episode here:

To connect with Rosanne or explore more of her experience and insights, head over to Rosanne’s LinkedIn profile.