We always hear that it’s not so much the data but the underlying story that’s important. For a number of inconvenient reasons, that point is too often missed:
- Analysts, quants and even accountants are often not that great at storytelling. They care too much about the detail to let go and just tell the story.
- Managers , marketers and other audiences are often embarrassingly innumerate. Our animal mind is programmed to spot anomalies; it just doesn’t handle statistical significance that well. We are too self-referencing, we don’t look for context and, no, “we” don’t really understand percentages.