Honest limits.
WHY SOMETHING HAPPENED
Data shows what happened. It rarely shows why.
WHAT CUSTOMERS THINK
Behaviour is not opinion. Ask them.
WHAT WILL HAPPEN
Forecasts are estimates from the past, and the past is not a promise.
WHETHER A CHANGE CAUSED A RESULT
Two things moving together is not one causing the other.
That confusion causes more bad decisions than any other.
WHAT IS NOT RECORDED
Data cannot show what nobody captured.
WHAT SMALL NUMBERS MEAN
Very little. A pattern from ten transactions is not a pattern.
WHAT TO DO ABOUT THESE LIMITS
Use data to find what to investigate Use conversation and judgement to understand it
WHAT NOT TO DO
Treat a figure as an answer when it is a prompt Defend a decision with a number that does not support it
WHAT GOOD ANALYSIS DOES
Narrows the question and reduces guessing.
It does not remove judgement.
