Telling the stories behind the data

There’s a translation industry joke that goes something like this:

Q: “How many translators does it take to change a lightbulb?”
A: “It depends on the context.”

It sums up nicely something that has been on my mind lately: numbers. More specifically, how numbers alone can’t tell an effective story without being put in context.

That’s why there’s a post-it note stuck to the bottom of my computer monitor that reads: “Why does it matter?” That square of fluorescent pink is my daily reminder to think critically not only about what a company does but also why it’s important.

Taking a fictitious example from the sustainability reporting space, let’s say a company discloses a 2% reduction in its annual water consumption.

That’s good but, on its own, it’s just a statistic.

But what if you were to learn that the company achieved this reduction in a region with severe water stress and made considerable investments in infrastructure to do so?

What if the 2% reduction meant that the company decreased its use by 1 billion gallons?

What if you were to find out that the company’s efforts inspired local employees to start conserving water at home?

And what if an employee’s child, let’s call her Ana, took things one step further and convinced her school to install two rainwater drums that now water the school’s brand-new garden?

Suddenly, the numbers aren't just about the water; they're about how the company's choices measure up and impact real people. It’s about the ripple effects that a single company’s actions can have.

As Brent Dykes, the author of Effective Data Storytelling: How to Drive Change, writes, “People hear statistics, but they feel stories.” Dykes adds, “Your data may hold tremendous amounts of potential value, but not an ounce of value can be created unless insights are uncovered and translated into actions or business outcomes.”

Applying the above to my business: I wrote or translated 11 full-length sustainability/ESG reports in 2023. I also wrote 9 blog posts and 3 white papers, along with serving my regular, longstanding translation clients every week.

Behind the numbers: I was really happy with my business in 2023. I wrote more than ever before and added new services that I plan to pursue in 2024.

But what the numbers don’t tell is that 2023 was actually a really difficult year. A close family member received a devastating diagnosis, and I crossed the Atlantic six times last year to spend as much time as possible with them.

One thing I learned the hard way the past year is this: time is a gift.

That’s why I’m applying the lessons from that curled-up, slightly tatty post-it note to my own life. I’m thinking more about not just what I do but why it matters. And I’m focusing on meaningful connections and projects that bring me joy.

Time, it turns out, is more than a ticking clock. It's the most valuable currency we have, and how we invest it is how we spend our lives. So let's choose well.