DATA Storytelling – Bridge between Hard Numbers & Human Experience
The Quiet Power in a Baby’s Laugh
Sometimes, in life, you get a moment of insight so strong that you almost experience the world turning in front of your eyes in a new way. For me, that moment arrived recently courtesy of someone who weighs less than a bag of groceries and has been on this planet for less than five months. I’m a brand‑new grandfather, and my grandchild has just begun smiling; those early, slightly wobbly smiles that seem to say, “I’m still figuring out how to operate this face.” And now the giggles have started, tiny bursts of sound that feel like pure sunlight. I’ve spent decades immersed in the world of data storytelling, yet nothing has reminded me of its essence quite like hearing that first start of a laugh.
It’s no surprise that babies react this way. Long before they can speak, they figure out that a laugh is more of a message than a reaction. Researchers have watched infants develop from involuntary grins (those fleeting expressions that appear even in the womb) to intentional social smiles around the six‑week mark. As the months pass, those smiles develop into full‑bodied laughter that’s sparked by familiar faces, gentle surprises, and moments of connection that mean something even if the baby can’t say what. At least not just yet.
While the scientific community describes these early giggles as part of how babies learn their social world, I see something else woven into the pattern: a blueprint for what makes data storytelling thrive.
After more than thirty years guiding organizations through the maze of data, plus another decade as an educator, I’ve come to appreciate how laughter, of all things, can illuminate essential truths As a matter of fact, I dedicated five chapters of my third book (published in 2025) to this interaction between form, function, and human understanding. And now, thanks to one particular little member of my family, I’m seeing those lessons much more clearly.
Early Signals Matter
A baby’s earliest smiles aren’t deliberate. They’re reflexive little flickers that happen long before social awareness kicks in. In data storytelling, we also encounter preludes: stray observations, oddities in a dataset, faint signals that catch the corner of your eye. They may not mean anything yet, but they invite curiosity. They’re the starting point from which sharper understanding eventually grows.
When babies reach the stage where they smile in response to human interaction, everything becomes more intentional. Those smiles say, “I’m here,” “I see you,” “I recognize you,” “I need you,” all without a word spoken. Data stories need a similar shift from noise to meaning. Raw data doesn’t communicate until we give it a voice. The initial spark, whether it’s a visual, a pattern, or an unexpected comparison, signals that we’re engaging with our audience rather than simply broadcasting information.
As analysts, our earliest interpretive efforts function much like those early social smiles. They’re humble beginnings, but they’re the bridge from observation to insight.
The Social Purpose of the Story
Today’s developmental psychologists all know that laughter is more of a social mechanism in humans than anything else. We laugh to bond, to show involvement, to demonstrate empathy, and to enhance ties. Babies do this by instinct. Their laughter says, “I trust you,” “I’m delighted,” or “Keep going.”
I’ve seen the same phenomenon unfold in boardrooms, classrooms, and conference stages across the world. Data, by itself, can’t form a connection. The storyteller does. When people laugh, lean forward, or relax their shoulders, they show that they trust you enough to follow where you’re going. Rapport, not mind-blowing visuals, leads to true engagement.
That’s where the art of data storytelling comes to life. All the technical skill in the world can’t replace human connection. And this connection isn’t fluffy or optional. It’s the anchor. Just as a baby’s laughter builds connections with the caregiver through common joy, a good narrative will build connections between the analyst and their audience. When people feel connected, their understanding and retention improve, thus making decisions that are more collaborative than confrontational. The science of the story matters, but the relationship matters more.
Surprise Has a Role
One of my favorite things about babies is the way they find delight in harmless violations of expectation. Peekaboo wins awards for comedy in the infant world because it’s just surprising enough to be funny without causing concern. A face disappears and reappears. A sound comes from a place it shouldn’t. A cup transforms into a hat. In developmental psychology, these are called benign incongruities.
Data storytelling needs its own version of peekaboo. When you come across an insight that defies some assumptions without undermining the status quo, people listen. This can mean finding out that a well-known trend is in fact inverted or that a widely accepted assumption about consumers is not true. When handled carefully, these insights add energy to a narrative.
Many of the most successful stories I’ve told include a point that makes the room pause… then lean forward. The insight is unexpected but safe enough that people can explore it without getting defensive. That’s the sweet spot. As with babies, surprise sharpens awareness. It triggers engagement. It makes the brain pay attention to what comes next.
And just like a good laugh, the right surprise can transform information into experience.
Experimentation and Play
Around the six‑month mark, babies begin experimenting with humor themselves. They blow raspberries, knock over block towers, or repeat actions that made adults chuckle earlier. Eventually they make jokes, bend some minor rules, and engage in activities called “clowning” by some scholars.
You might not think of data storytelling as being playful, but the most skilled storytellers experiment all the time. They explore multiple ways of displaying information. They test different narrative structures. They try combinations of visuals, analogies, pacing, and emphasis until the story makes sense.
In my own career, I’ve spent countless hours trying to restate the same insight to see what version connects more deeply. The most amazing ideas often come through the process of iteration where a restatement seems almost childlike; that is, trying out something strange, playful, surprising, or contradictory to try to make an audience understand an idea in a different way. Of course, some people may think such attempts ridiculous, yet they are very constructive.
Babies use humor to understand others. Data storytellers use creativity to understand audiences. Both are learning how expectations function. Both test boundaries to see what sparks connection. And both benefit from a willingness to embrace a little playfulness.
Relationships Make Stories Work
Underlying every giggle from my grandchild is a fundamental truth: babies learn through relationships. Their laughter strengthens emotional bonds, encourages reciprocal interaction, and supports cognitive development. It’s not merely cute, although I assure you it’s deeply adorable. It’s part of how they understand the world.
In data storytelling, relationships also drive meaning. When you tell a story effectively, you are both relaying numbers and shaping how people perceive their environment. You’re building trust so your audience can explore uncomfortable insights. You’re helping them develop confidence to act upon what they’ve learned.
This blend of cognition and connection is what makes data storytelling both an art and a science. It takes form (structure, technique, rigor) and it takes function (purpose, connection, empathy). Let one fade and the story weakens. Balance them and the narrative lands with clarity and staying power.
My grandchild doesn’t realize it yet, but those tiny laughs are teaching me to revisit these fundamentals with fresh eyes. Laughter connects. Surprise teaches. Play experiments. Relationships transform. These ideas mirror the way the best data stories operate, and being reminded of that through the lens of new grandparenthood is its own kind of joy.
A Final Reflection
Every giggle from that little five‑month‑old feels like a reminder not to lose sight of what matters in communication. Data storytelling requires precision, but it rides on humanity. It flourishes when we recognize that there is an emotional and analytical aspect to how people interpret the world around them.
After decades of experience, countless keynote presentations, and many bookshelves full of research to realize that the real power comes from insight and connection. Numbers aren’t enough. Neither is charm. But put them together wisely, and you make something that will stick; something that will help people understand, make decisions, and take action.
Babies can’t talk; they just laugh. And somehow, those early laughs contain everything you need to know about telling a powerful story: show you see your audience, delight them when you can, surprise them gently, invite them to explore, and build relationships that give meaning to the message.
In my line of work, that’s a lesson worth hearing again. And thanks to one very small teacher, I get to hear it every time that wonderful giggle fills the room.
Bringing Data to Life and Life to Data”
About the Author:
Dr. Joe Perez,
Team Lead / Senior Systems Specialist,
NC Department of Health and Human Services
Dr. Joe Perez ( Dr.Joe ) is also the Chief Technology Officer – CogniMind
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Dr. Joe Perez is a truly exceptional professional who has left an indelible mark on the IT, health and human services, and higher education sectors. Dr. Joe Perez journey began in the field of education, where he laid the foundation for his career. With advanced degrees in education and a doctorate that included a double minor in computers and theology, Dr. Joe Perez embarked on a path that ultimately led him to the dynamic world of data-driven Information Technology.
In the early 1990s, Dr. Joe Perez transitioned into IT, starting as a Computer Consultant at NC State University. Over the years, Dr. Joe Perez’s dedication and expertise led to a series of well- deserved promotions, culminating in his role as Business Intelligence Specialist that capped his 25 successful years at NC State. Not one to rest on his laurels, Dr. Joe Perez embarked on a new challenge in the fall of 2017, when he was recruited to take on the role of Senior Business Analyst at the NC Department of Health, Human Services (NCDHHS). His impressive journey continued with promotions to Senior Systems Specialist and Team Leader, showcasing his versatility and leadership capabilities.
In addition to his full-time responsibilities at NCDHHS, Dr. Joe Perez assumed the role of
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