Spotlight

For our very first newsletter, we thought it only fair to put Beam in the spotlight! We're shining a light on who we are, where we come from, and what we're aiming for. Future editions will turn the spotlight on other inspiring organisations, projects and individuals in our fields of interest.

What we offer

Beam is a consultancy on a mission to make complex data, findings and ideas clear, visually appealing, and downright compelling – all to spark impactful change. We do this through three key services: storytelling, visualisation, and research & analytics (with a special focus on the magic of applied behavioral science in communication).

What’s in a name? 

The name Beam represents the idea of strength, focused light, radiance, to signal, to disseminate. Its association with structural beams used in the building process also implies strength and support to the integrity of design and plans. To us, Beam means to draw attention through light (clarity) and focus (targeted communication). Our logo also supports the idea of amplifying the core message in any communication.

First things first, let’s introduce the team:

Anja Smith: Anja is Beam’s Storyteller and co-founder. She grew up surrounded by books and tales of eccentric people, fascinated by how life’s strange events enrich our everyday experiences. For Anja, applied economics is data-driven storytelling. For more info, see bio.

Marna Landman: Marna is Beam's Behavioural Expert and co-founder. At Beam, Marna’s role is a mix of scientific storytelling, research, and advisory work. She also keeps our finances in check and helps steer the ship with a strong hand on our business strategy. For more info, see bio.

Lisa Rossouw: Lisa is the Creative Glue that keeps Beam’s design and knowledge in perfect harmony. With six years of experience in Knowledge Management and Design, she’s all about making information easy to find, use, and—bonus—look amazing. For more info, see bio.

Storytelling

Florence + the data

Florence Nightingale is best known as an icon of lighting the way, but did you know she is also credited as a Statistician? In her time as a nurse, she collected hospital data which showed that many soldiers were dying from the conditions they were kept in - not from the wounds of battle.

She knew that data alone would not be enough to convince the medical board of the urgency and so she translated them into what is now known as one of the first data visualisations. The Rose Diagram (showed here) pictured a drastic decline in deaths after the area had been professionally cleaned and ventilated. With this method of storytelling, she was able to convince policy makers of the importance of hygiene, thereby saving 5,113 lives in the next year through social reform.

While the data gave her mission substance and credibility, Florence painted a picture that clarified the problem and its solutions for people too busy to read comprehensive reports. This is an example of how storytelling and how communication – in all its forms – can reinforce each other to increase the impact of a tailored message to a targeted audience. It’s rarely a case of one or the other – collaboration is key.

Stats or stories? Take part in our quick quiz and find insights on our little experiment in the next newsletters…

Showcase

This means stories are possibly easier recalled than statistics over time, but statistics could be more informative and influential in the moment. 

We all use communication to inform or influence the people around us. Consider for a moment if the information you plan to share needs to be immediately impactful or memorable over time. Research suggests using statistics for persuasion in the present or an engaging story if you want the message to “stick” for longer! We hope this nugget of knowledge helps you to in such a way that your listener(s) see the light!

_{¹ Graeber, T., Roth, C., & Zimmermann, F. (2024). Stories, statistics, and memory. The Quarterly Journal of Economics, qjae020.}

Our newsletters will feature and rely on many visual elements, if you cannot see the graphics (only text), please select the option from the pop up in this email to change your viewing preferences or manage them under File > Options > Trust Center Settings > Pictures.