Finding Meaning in Data Projects by Asking: WHY

Driving data projects daily can numb us to the importance of connecting over data matters. Finding meaning can be especially challenging when those around us make decisions without data.

We go through a daily, weekly, and monthly rhythm to:
1️⃣  Collect and manage the data.
2️⃣  Build reports, dashboards, and models.
3️⃣  Respond to analysis requests.
4️⃣  Rinse and repeat.

Simon Sinek's Golden Circle concept, popularized in his TED talk, can be summarized into three concentric circles:
🔹What = The Results (What we do)
🔹 How = The Process (How we do it)
🔹 Why = The Purpose (Why we do what we do)

Most data teams cover WHAT and HOW with standard reports and KPIs. They will optimize processes and analyze business domains impacting the company's bottom line from a data perspective.

But how many data teams truly understand the WHY behind the reports they generate? How many actively consult with the business as a true partner to understand the underlying business concerns behind the numbers? Without the WHY, delivering true value in the WHAT and HOW is ten times harder.

Reasons the WHY is unclear can appear on both sides:
🔹The business hasn’t clarified for themselves their WHYs.
🔹 The data team didn’t pause to ask for the WHY of the request.
🔹The first reports and dashboards are delivered, and everyone wonders why they waited so long for something that drives so little impact.

The reports won't address anything meaningful if the business’s initial question isn’t detailed enough and doesn’t quite get to the heart of what they really want to know. When the data team can ask, “What question are you really trying to ask?” and help the business get the data that will help them make their decision, both teams will make an impact – both teams win.

An example of a series of questions from the business might look like this:
* List for me all the grocery stores in Washington
* Filter the list to all the Kroger's in Washington
* Map them (generate an image)
* Rank them by visitation
* Rank them by sales per square foot (has to combine both sales and size data)
* Highlight those stores that have a Starbucks in the store

The goal was to find those stores in Washington state with additional amenities ranked by square footage and visitation. Still, the initial ask was to get a list of all the Krogers in a particular region.

Applying Sinek’s advice (understanding the WHY) behind stakeholders' asks means we’re more likely to prioritize what matters most and maximize value rather than create reports based on those initial questions.

How do you apply the Golden Circle to your reporting team?