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...