DESCRIPTION
The Sparkline is a visual and structural storytelling method that maps how effective communicators move audiences emotionally by oscillating between “what is” (as current state) and “what could be” (ideal future state). Instead of a linear arc, it’s a series of sparks of contrast building energy through tension and release, until the audience is ready to embrace change. I mirrors how humans make decisions emotionally, while giving communicators a clear rhythm for persuasion. In business storytelling, it helps craft transformative presentations, pitches, and speeches that not only inform but inspire.
ORIGIN
Created and popularized by Nancy Duarte and based on her analysis of great speeches (e.g., Martin Luther King Jr.’s I Have a Dream, Steve Jobs’ 2007 iPhone keynote).
USED BY
Executives for keynote speeches and company vision presentations, politicians and activists for persuasive speeches.
Marketers for campaigns that show contrast (problem vs solution) and storytellers and leaders aiming to drive transformation.
Approximately needed time
- Step 1: 1 hours
- Step 2: 2 hours
- Step 3: 1 hours
- Step 4: 1 hours
- Step 5: 1 hours
- TOTAL: 6 hours
METHOD
MATERIAL YOU COULD NEED: Whiteboard or digital tool (Miro, PowerPoint, flipcharts), examples of transformative speeches (Jobs, MLK, Kennedy) and Post-its or cards for drafting contrasting statements.
STAKEHOLDER GOOD TO KNOW: Mainly content strategists and communication team.
STEPS
WHAT IS…
The audience must recognize their current reality before they desire change. Describe the pain, limitations, or status quo in the for the audience most realisitc way. Keep it grounded in the audience’s lived experience to activate emotions and the will for change. Without this, the contrast has no anchor.
Example: “Today, companies waste millions in fragmented data systems, employees frustrated by inefficiency.”
WHAT COULD BE…
Introduces hope and aspiration and creates a vision that draws people forward. Show a vivid, better future state, emotionally appealing, not just logical and contrast it directly with current state.
Example: “Imagine a world where every data point flows seamlessly, saving millions and making employees’ lives easier.”
CREATE UP-&-DOWNS
Repeatedly sparks emotional energy, keeping attention alive. Go back and forth: “What is”, then “What could be” and back again. Each swing increases tension and desire for change. The rhythm keeps the audience engaged and primed for action.
Example: “Right now, teams waste weeks reconciling spreadsheets… But with our platform, decisions happen in real time.”
or
“Today, customers leave due to poor response times… But tomorrow, they’ll be loyal advocates.”
CLIMAX TO ACTION
Convert emotional readiness into concrete commitment. Reveal the key solution, proposal, or product and frame it as the bridge from “what is” to “what could be.”. Must be bold, clear, and actionable to give the audience a clear guidance.
Example: “That’s why we built FlowData and this platform that eliminates waste and makes seamless data possible.”
CLOSE WITH HAPPINESS
Ends on hope, inspiration, and lasting transformation and shows life after adoption of your idea/product. Leave audience with a sense of inevitability and optimism. End emotionally high, not flat.
Example: “And ever since implementing FlowData, our clients save millions, innovate faster, and employees finally love their tools.”
The Sparkline is not linear but rhythmic and it looks like waves of contrast rising toward climax. Duarte’s research showed all great speeches share this oscillation pattern. It complements other methods (e.g. Pixar Spine for plot, Sparkline for persuasion).
PROMINENT BRANDS USING IT:
Apple (Steve Jobs’ 2007 iPhone keynote, the classic Sparkline).
Nike campaigns (current struggle vs potential empowerment).
TED speakers often coached with Sparkline structure.
IBM, Salesforce, Google executives reportedly use Duarte frameworks in presentations.
ANECDOTES:
Duarte mapped Martin Luther King Jr.’s I Have a Dream speech onto the Sparkline curve, showing over a dozen oscillations between injustice (“what is”) and dream (“what could be”), building to the climax.
Steve Jobs’ 2007 keynote announcing the iPhone is a textbook Sparkline: “Today phones are clumsy… But we’re reinventing the phone.” Each swing built anticipation until the iconic reveal.
