Tables and charts are just tables and charts.
Until you enter the picture. Does this table beg new questions from you? Will this chart inform your decision? Do either of these help you change your mind or bolster what you already know?
The data doesn’t talk, but when you come together with it, it may undergird your voice. Or maybe not.
Yet, smart marketers use data as part of the story they tell. It’s part of their influence campaign. It’s a bludgeon.
More data — bigger hammer.
Don’t be impressed, distracted, or confused by the data if it doesn’t help you see it better.
Data should be a flashlight, not a weapon.
