Storytelling is not just a short description of something that happened. If you tell someone that you went to the grocery store to buy a gallon of milk, you’re not telling a story. Stories have a complex and consistent structure. There needs to be a conflict and plot. In this chapter, we’ll talk about the elements of a typical story. You can use these elements to weave together something that will capture your audience’s imagination. It’s not enough to describe the data. A complex data science story has to show why the insights matter. You’ll also find that a lot of your data science stories will follow similar plots. When you see these patterns, you can structure your story in a way that will help your audience extract meaning from your team’s insights.