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Data storytelling isn’t complicated. Great Power BI report structure starts with one simple idea: every good report should have a beginning, a middle, and an end.

Storytelling in data is simpler than people think

At this point in the series, people often assume that “data storytelling” means something complicated.

Something creative.
Something fluffy.
Something subjective.

It doesn’t. It starts with something very simple. Every good story has three parts:

• A beginning
• A middle
• An end

We instinctively understand this structure in films, books, and conversations. If someone starts a story halfway through, we feel lost. If they never finish it, we feel frustrated.

And yet the moment we open Power BI, we abandon that structure entirely. Most reports are all middle, with little if any beginning or end.

The problem: reports with no beginning

Open most dashboards and what do you see?

• Metrics
• Charts
• Comparisons

Straight away. No context. No framing. No explanation of why this page exists or what decision it supports.

It’s as if someone walked into a cinema, skipped the opening scenes, and pressed play in the middle of the film. The audience is immediately working harder than they should be.

They’re asking:

• What am I looking at?
• What timeframe is this?
• What problem are we trying to solve?
• Why does this matter now?

If your report forces the audience to orient themselves before they can think, you’ve already created friction. The beginning of a report should answer one simple question:

Why should I care?

The middle: where most reports live

The middle is where analysis happens. This is where you explore:

• What’s happening
• What’s driving it
• where the patterns are
• What’s surprising

And this is where most dashboards stop. They present the data. They present the breakdowns. They present the trends. And then they leave the room. No conclusion. No implication. No direction.

It’s the analytical equivalent of someone explaining a problem in detail and then walking away mid-sentence. Technically correct. Structurally incomplete.

The missing ending

Here’s the uncomfortable truth, If your report doesn’t have an ending, it isn’t finished. No matter how accurate the data is. The ending is where you make the implication clear.

It answers:

• So what?
• What does this mean?
• What should we do?

Without an ending, dashboards create discussion instead of decisions. And discussion is not the goal. The goal is clarity.

Power BI report structure should follow stories

A good Power BI report should function like this:

The beginning

Set context. Define the scope. Explain the decision.

Answer: Why should I care?

The middle

Explore the drivers. Surface the patterns. Highlight what matters.

Answer: What’s happening and why?

The end

State the implication. Reduce ambiguity. Point toward action.

Answer: What do we do next?

That structure isn’t creative writing.

It’s cognitive alignment.

Let’s try it on my football report

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Why we abandon structure in analytics

There’s a reason most dashboards are all middle.

• We’re trained to build models.
• We’re trained to calculate measures.
• We’re trained to visualise data.

We’re rarely trained to structure thinking. So dashboards become containers for metrics rather than vehicles for decisions. They’re built as analytical canvases instead of narrative flows. And that’s why they feel dense. Not because the data is wrong. Because the structure is missing.

The spreadsheet mindset

Spreadsheets don’t have beginnings or endings. They have rows and columns. They’re designed for exploration, not persuasion. When we treat Power BI like an interactive spreadsheet, we get exploration-heavy dashboards that rely on the audience to assemble meaning. But business stakeholders don’t need more exploration. They need clarity. That requires structure.

Structure reduces cognitive load

When a report follows a beginning–middle–end structure:

• The audience knows where to start.
• They understand what matters.
• They aren’t left wondering what the conclusion is.

Structure removes interpretation work. It guides attention. It makes insight land. Without structure, even good visuals feel fragmented. With structure, even simple visuals feel powerful.

A practical test

I’ll use this story telling framework with my FPL dashboard in the next post. But try this on one of yours. Open one of your key reports and ask:

• Where is the beginning?
• What page establishes context?
• Where does the report clearly end?
• Is the implication explicit?

If the report simply stops after analysis, it’s unfinished.

If it doesn’t answer “what now?”, it’s incomplete. Storytelling in analytics isn’t about creativity. It’s about finishing the thought.

In the next post, we’ll use this framework and apply it to my FPL report. And in subsequent posts we’ll explore how the “hero’s journey” reframes your role as the report author — and why you’re not the hero in this story.

Related: Decision-Driven Analytics in Practice: A Fantasy Football Example

Start the series: Dashboards Don’t Drive Decisions (And That’s the Real Analytics Problem)