From Firefighters to Firestarters: Strategic Data Storytelling at Shell
"What if you could make your data 20 times more memorable by transforming your analysis into a human-centric narrative that ignite action?”
The Challenge
Shell identified a need to transform how Project Managers communicate complex data to stakeholders. In a world of data fatigue, decision-makers often only use about 22% of the insights they receive.
At Shell’s Empower(U) event, the challenge was to transition over 90 Project Managers from being "Firefighters"—who simply rush into reports to put out flames—to "Firestarters" who use data to inspire and persuade stakeholders to take action.
The Solution
I delivered a high-impact "Live Coaching & Audience Challenge" session focused on the science of human connection and data.
My approach utilised the Narrative Arc, a 6-stage roadmap designed to "light up" multiple areas of the brain—including emotion and sensory imagination—making data 20x more memorable than facts alone.
Key elements of the intervention included:
Stakeholder Mapping: Training the team to tailor narratives specifically for Strategic, Analytical, People, or Operational stakeholders.
The "Killer Questions": A technique to move conversations from what stakeholders want (transactional) to what they actually need (strategic).
The Narrative Arc Template: Transitioning from status quo to a "Curiosity Trigger" and "Struggle," before presenting evidence and clear "Now What" calls to action.
The Impact
The session transformed how the participants view their role in the data ecosystem, moving from technical reporters to influential business partners.
Enhanced Engagement: Participants practiced reframing dry status updates into breakthrough stories that connect data to human impact.
Strategic Alignment: The team adopted the "Story First, Data Second" methodology, ensuring all future insights are focused on resolving specific business struggles rather than just providing "careful analysis" of available data.
Cultural Shift: Established a mandate for "Data Storytelling" as a core power skill for Shell’s Project Manager community, driving clarity, emotional connection, and faster stakeholder buy-in for complex projects.