Your best data story just got ignored. Again.
You spent weeks analyzing customer behavior patterns. The insights were solid, the charts were clean. Even, the recommendations were actionable.
But nothing happened.
I’ve been there. We all have. Meanwhile, here’s why your brilliant analysis sits in someone’s inbox while Apple maintains 90.5% brand loyalty without showing a single spreadsheet.
The Problem With How We Present Data
Look, most data professionals start with the “what.” What the numbers show, what trends emerged. What correlations were found.
Unfortunately, we’re talking to the wrong part of the brain.
The limbic system is where emotions and decisions live, while the prefrontal cortex handles all the analytical thinking. Consequently, when you lead with charts and statistics, you’re appealing to the analytical brain that doesn’t drive action. It’s like speaking French to someone who only understands Spanish.
Instead, the decision-making brain wants to know why this matters.
The Golden Circle for Data Storytelling
This is where Simon Sinek’s Golden Circle framework gives us a better perspective. It flips traditional presentation logic completely. Instead of starting with what you found, start with why it matters. It’s the perfect blend of art and science.
Why: The belief or purpose behind your analysis
How: Your unique approach or methodology
What: The actual findings and recommendations
Source: Sinek, Simon. “Start with Why: How Great Leaders Inspire Everyone to Take Action.” Portfolio, 2009.
Watch Simon Sinek explain this powerful framework (start from 1:57)
Apple doesn’t sell computers. They sell the belief that challenging the status quo leads to innovation. The computers are just proof. Pretty brilliant when you think about it.
Similarly, your customer journey analysis shouldn’t sell data points either. It should sell the belief that understanding customer motivations drives sustainable growth. That’s where the magic happens; turning complicated data concepts into something that actually moves people to action. As I’ve explored before, data scientists need to think like artists to create these meaningful connections.
Why This Works in Practice
Here’s the thing, consider the staggering reality that only 23% of employees feel engaged at work, costing organizations $8.8 trillion globally. Wild, right?
Teams that understand the “why” behind their work perform differently than those just executing tasks, business as usual.
Additionally, when you frame your analysis around purpose instead of process, stakeholders connect emotionally before they evaluate logically. They buy into the vision before they scrutinize the method. I’ve seen this transformation happen in real time – it’s pretty awesome.
Ultimately, this truly creates the conditions for action.
Applying the Golden Circle to Your Next Analysis
Try this. Start your next presentation with belief, not findings.
For example, instead of “Our analysis shows customer churn increased 15% in Q3 blah blah,” try “We believe every customer who leaves represents a broken promise we made during their journey.”
Next, explain how your analytical approach uncovers these broken promises. See what I mean? Same data, completely different energy.
Finally, present what you discovered and what to do about it.
The data stays the same. However, the response changes completely. That’s the art and science coming together to create something meaningful.
Keep it Simple Stu…Well You Know What I Mean
I love taking complicated analytics and explaining them in ways that insight action; it’s what I do. The Golden Circle framework does exactly that for data storytelling. It’s about turning those complex data concepts into stories that actually connect with people.
Your insights deserve better than polite nods and forgotten recommendations.
Lead with why. Just try it. Your insights deserve better.