The Story.
Another important lesson from Seth Godin, is that when there’s simply data, it’s all noise.
Data, charts, and spreadsheets might make rational sense, but they are instantly forgettable and it’s impossible for a human being to absorb data without a narrative.
Once we figure out how to turn our data and effort into a story, though, it becomes information. And information is both memorable and actionable.
We need to do the hard work of finding the story that's hidden in the data. Then we can set about the work of winning the hearts and minds that we want to help see our perspective.
