3 Data storytelling frameworks used by creative strategists

In a presentation, great ideas aren’t enough on their own. However, giving them life with storytelling makes all the difference. Whether you’re explaining a complex strategy, pitching to a client, or shaping a campaign, a well-done story can transform your message, making it more memorable and persuasive. 

This blog unpacks three proven storytelling frameworks often used by creative strategists and consultants to bring clarity to their ideas and purpose to their presentations. Beyond frameworks, they’re also used as thinking tools that can sharpen your narrative and help your message leave a real impact. 

The SCQA Method: Storytelling for Consultants

SCQA stands for: Situation, Complication, Question, and Answer. It’s a go-to storytelling method for consultants at firms like McKinsey, and for good reason. It helps turn scattered thinking into a clear, logical story. The reason why it’s such a staple is simple: it mirrors the natural way our brain processes information; we first need context, then a problem, then a question, and a solution. Instead of burying the lead, SCQA forces you to structure your thinking from the start, guiding your audience toward your conclusion. 

Here’s how it works:

• Situation – Set the stage. Where are we now?
• Complication – Introduce the tension. What’s the challenge or shift?
• Question – Ask the strategic question your story will answer.
• Answer – Provide the solution. Resolve the tension.

Here’s an example of how to use the SCQA framework:

Let’s say a company’s retail division has grown 8% annually over the past five years. 

However, new competitors are now changing preferences that have slowed and stabilized this growth.

Now, how can we regain momentum in a competitive market? 

We can redefine our customer engagement strategy by prioritizing personalization in our content on our social channels. 

Why we love it:
SCQA helps simplify complex decks and clarify messaging. This framework is especially helpful in high-stakes settings like pitches, reports, strategic recommendations, or executive presentations, where clarity and logic are prioritized. 

Simon Sinek’s Golden Circle: Start with Why

Popularized by Simon Sinek, the Golden Circle is about getting to the emotional core of your message and connecting with your audience before you even talk about your solution. You do that by starting not with what you do, but with why you do it. This storytelling approach taps into your message’s emotional core, creating a deeper connection with your audience. Starting with “why” shows people what drives you and why they should care. It’s an inside-out method that builds trust and inspires action. 

The structure:

• Why – What’s your purpose or belief?
• How – What’s your approach or differentiator?
• What – What product or solution do you offer?

A perfect example of the Golden Circle is often used in Apple’s presentations: 

Why – We believe creativity unlocks human potential.
How – We design intuitive, user-first experiences.
What – We make smartphones, laptops, and creative tools.

Why we love it:
This framework brings depth and meaning to presentations. It can help brands define their narrative visually, and when done right, it leaves an impact on their entire presentation, from tone and layout to the structure of their pitch.

Monroe’s Motivated Sequence: From Emotion to Action

Less known but highly effective, Monroe’s Motivated Sequence is a five-step structure designed to maximize persuasion, especially when your goal is action. Unlike traditional presentation formats that focus on informing the audience, this method is rooted in the psychology of persuasion, encouraging the audience to make active decisions. It’s especially powerful to use for storytelling in campaigns and pitching where the goal is to motivate the audience.

The five phases:

• Attention – Start with a hook: stats, stories, or visuals.
• Need – Introduce the problem and its emotional weight.
• Satisfaction – Offer a clear solution and how it works.
• Visualization – Help the audience see the outcomes, good and bad.
• Action – End with a direct ask: what should they do next?

An example of Monroe’s Motivated Sequence:

By 2050, there could be more plastic in the ocean than fish. 

11 million tons of plastic enter the oceans every year, harming wildlife and ecosystems. 

If every household began using reusables, we could dramatically reduce plastic waste. 

Imagine a clean beach where turtles nest in peace. And now imagine it littered with plastic. 

Start today with small actions: bringing a reusable bag, avoiding plastic straws, and sharing the message. 

Why we love it:
This is our go-to for emotional storytelling. It is ideal for awareness campaigns and presentations where the goal is to move people to take a certain action, not just inform them.

Final Thoughts

At the end of the day, the most powerful presentations persuade and drive action. These three storytelling frameworks help you think through your ideas and data to clarify your message, create a structure your audience can follow, and develop more intentional stories. 

Best used as pathways, you can start with one that fits your goal, experiment, and then you can make it your own. Need more help? You can reach out to Prezlab, and we can help you arrange your ideas and communicate them better for a stronger and long-lasting impact.