Look at your data. Seriously. Not the graph, not the spreadsheet. The data. Look at that single piece of data and ask this question:
What does it mean to my customer?
Take that thing, reduce it to one word. Write it down. In pen. Backwards, forwards upside down. Repeatedly. Now ask this question:
What else could it mean to my customer?
Now and only now start working.
Look at the data then the rest. That way round.
I’m Pete Moore. I look at data.