The most impactful journalism is distinctive not derivative. It tells the stories no one else is telling. In sports, that often means going beyond the game and bringing in pop culture, politics, gender and race. It also means going beyond the familiar narratives and the numbers that media executives rely on. This talk will look at the changing sports storytelling landscape, what the numbers can’t tell you and how you can be a better storyteller or use storytelling techniques in your own work.