"To make sense of your data, you need stories. Great analysts tell great stories based on the results of their analyses. Stories, after all, make results user-friendly, more conducive to decision-making, and more persuasive.
But that is not the only reason to use stories. Time and time again in our experience, stories have been more than an afterthought; they have actually enabled a more rigorous analysis of data in the first place. Stories allow the analysts to construct a set of hypotheses and provide a map for investigating the data."
Via Gregg Morris