Although still at the early stages of developing and utilizing storytelling in place of traditional MR, e.g. lots of stats, data, facts and figures, Colleen and Kimberly discuss the key elements of stories – beyond what we learned in school about “the beginning, the middle and the end.” In preparation for this presentation, they interviewed a litigator who has to tell a story to every jury they face, a pastor who prepares compelling presentations each week, a photographer who uses pictures instead of words, a fundraiser who has to tell the story of charity to large donors, a novelist, a business development guru, etc. In other words, people who tell stories for a living. The bases for this; to discover how to turn traditional report slides into about 10 slides that tell a story to the client instead – a story that communicates and socializes the insights and summarizes those insights with impact, instead of just reporting them. While storytelling lends itself best to limited audience studies and qualitative, it certainly can be used across all methodologies.