Read Sapiens? Our ability to establish "constructs" or abstract models was the competitive advantage that wiped out 30 other human species despite, for example, Neanderthals being stronger and intelligent. 

Storytelling is vital to communicate these ideas and constructs and linked article describes this well. All analytics and BI should embrace this and add another factor.

Stories, to be noticed and acted upon, must not only be visual; they must be in context. 

That is why the most effective analytics and BI will always be embedded in the core day-to-day apps that users across the organisation use. 

Otherways they are standalone and we all know that too many loners don't make for good corporate performance.