Making Numbers Count

1. Numbers are inherently abstract; translation is key to understanding

Nobody really understands numbers.

Our brains aren't wired for numbers. Humans evolved to recognize small quantities instantly (1-5), but struggle with larger numbers. This limitation applies to everyone, regardless of mathematical aptitude. To overcome this, we must translate numbers into more intuitive forms.

Translation bridges the gap. By converting abstract figures into concrete, relatable concepts, we make numbers accessible to all. This process involves finding analogies, comparisons, and real-world equivalents that resonate with our audience. Effective translation not only improves comprehension but also enhances retention and impact.

Avoid number overload. When presenting data, resist the urge to include every decimal place. Instead, focus on conveying the core message through strategic rounding and simplification. This approach respects our cognitive limitations while still delivering valuable insights.

2. Use concrete, familiar comparisons to make numbers relatable

If we were the height of 6 playing cards stacked flat, Everest in comparison would be about the size of a suburban two-story house with an attic.

Find your "fathom". To make abstract measurements understandable, compare them to familiar objects or experiences. This technique, rooted in historical measurement systems, helps bridge the gap between complex data and everyday understanding.

Choose wisely. The most effective comparisons combine easily imagined references with simple scaling factors. For example:

• "The area of Turkey is about twice the size of California"
• "Social distancing is about the length of a hockey stick" (Canada)
• "The Great Pacific Garbage Patch covers an area 3 times the size of Spain"

Localize when possible. Tailor your comparisons to your audience's cultural context. A reference that resonates in one region may fall flat in another. Be mindful of using universally recognizable objects or local equivalents when addressing diverse groups.

3. Convert large numbers into human-scale experiences

If you spent the same portion of your weekly income on food as Kenyans do, 7 days of eating would cost you $650 for dishes like cornmeal porridge and potato pea mash.

Shrink or expand for clarity. When dealing with extremely large or small numbers, adjust the scale to match human experience. This technique helps people grasp the true magnitude or significance of a figure.

Use time as a universal translator. Time is a dimension we all understand intuitively. Convert abstract quantities into familiar time frames:

• A million seconds ≈ 12 days
• A billion seconds ≈ 32 years

Create vivid mental images. Transform statistics into scenarios people can easily imagine:

• Instead of "400 million guns in the US," say "enough for every man, woman, and child to own one, with 70 million remaining"
• Rather than "14.5% of global emissions from livestock," say "If cows were a country, they'd be the third-largest emitter of greenhouse gases"

4. Leverage emotional connections to make statistics memorable

If everyone in the world ate as much meat as Americans, all inhabitable land on Earth would have to be used to raise livestock—and we'd still need more, an additional landmass as big as Africa and Australia combined.

Tap into existing emotions. Find comparisons that already carry emotional weight for your audience. This technique, exemplified by Florence Nightingale's statistical work, helps transfer the emotional impact to your data.

Use surprising contrasts. Present information in a way that challenges expectations or reveals hidden truths. For example, comparing CEO names to female representation highlights gender disparity in leadership roles.

Create emotional amplitudes. Combine multiple elements that resonate together, creating a fuller emotional experience. Like musical chords, the right combination of facts can produce a stronger overall impact than individual notes.

5. Break down complex data into simple, actionable insights

Imagine if you were coaching 11 people on a soccer team, and only 4 of your players knew which goal they were aiming for.

Simplify without losing essence. When dealing with multifaceted data, distill the information into its most crucial components. This approach helps audiences grasp the core message without getting lost in details.

Use analogies for complex systems. Transform abstract organizational or systemic issues into more tangible scenarios, like a dysfunctional sports team. This technique makes problems more relatable and solutions more apparent.

Highlight actionable metrics. Focus on presenting data in a way that clearly shows what can be improved or changed. This approach turns statistics from mere information into catalysts for action.

6. Utilize visual and sensory elements to enhance number comprehension

Clap your hands as quickly as you can for just one second. Most people can clap 4 or 5 times. Suppose you can clap 4 times a second. A major league batter has only 1 of those claps to decide whether to swing at a pitch.

Engage multiple senses. Create experiences that allow people to see, hear, or feel the numbers you're presenting. This multisensory approach deepens understanding and memory retention.

Demonstrate, don't just state. Whenever possible, turn your statistics into interactive experiences or vivid demonstrations:

• Use physical objects to represent quantities
• Create sound-based comparisons for time or frequency
• Employ movement-based activities to illustrate distances or speeds

Make it personal. Encourage your audience to imagine themselves in scenarios that bring the numbers to life. This personal connection enhances engagement and comprehension.

7. Transform abstract figures into unfolding processes over time

"Think about it this way. eBay is one of the few successes to emerge from the dot-com boom. At its peak, eBay had a $16 billion market value, and its venture backer, Benchmark Capital, made more than $4 billion on its investment. So how many eBays would have to be taken public by the end of the decade for venture investors to achieve 18% returns? More than 325. That's roughly one eBay every 10 days between now and 2012."

Combat psychological numbing. As numbers get larger, our ability to emotionally respond diminishes. Counter this by spreading large figures over time or familiar processes.

Use everyday actions as units. Express statistics in terms of common activities or routines:

• "If you bought and drank a bottle of Evian, you could refill that bottle once a day for 10 years, 5 months, and 21 days with San Francisco tap water before that water would cost $1.35."

Group for impact. Accumulate small, frequent occurrences into larger, more impactful totals. For example, showing the cumulative effect of a daily habit over a year can be more motivating than focusing on a single instance.

8. Employ the "crystallize-break" technique for impactful revelations

"I want to point something out to you. The thickest part of the MacBook Air is still thinner than the thinnest part of the TZ."

Set up expectations. Establish a clear pattern or baseline understanding before introducing your key statistic or insight. This preparation enhances the impact of the reveal.

Break the pattern dramatically. Present your data in a way that clearly disrupts the established expectations, creating a moment of surprise and heightened attention.

Use for both experts and novices. This technique works well for diverse audiences, as it provides context for those unfamiliar with the topic while still offering a fresh perspective for experts.

9. Create scale models to explore complex numerical relationships

Imagine if you were willing to give up your 2 hours of Facebook on Fridays. Well, 5 months from today, you could say that you've made it all the way through War and Peace. And all you have to do is give up Facebook on Fridays.

Build interactive mental models. Develop scenarios that allow people to manipulate and explore complex relationships between numbers. This approach turns passive data consumption into active engagement.

Use familiar frameworks. Leverage existing time-based or spatial models that people already understand, such as calendars or maps, to structure your numerical relationships.

Encourage extrapolation. Design your models to inspire further questions and explorations. A good scale model should not only explain current data but also prompt thinking about potential changes or alternatives.

10. Harness the power of personalization in numerical communication

Throughout the first 18 years of his career in the NBA, LeBron James scored an average of over 27 points per game.

Make it about the individual. Frame statistics in ways that directly relate to your audience's personal experiences or daily lives. This approach increases relevance and emotional impact.

Use the power of one. Focus on individual units or experiences when possible, as these are easier for people to grasp and relate to than large, abstract figures.

Encourage mental role-playing. Invite your audience to imagine themselves in different scenarios or positions related to your data. This technique enhances empathy and understanding, particularly for situations outside their normal experience.

Last updated: August 9, 2024