The common myth is that you must always follow the data, and while there’s some truth to that, I believe it’s important to first conduct a thorough audit of the data. You need to understand what the data is really telling you, how complete it is, how clean it is, and how well it connects to the broader picture before taking action. In the nonprofit sector, I often see decisions being made based on incomplete data because it’s all that can be tracked. For instance, I recently worked with a client who was about to make significant changes to their marketing strategy based solely on the data they pulled from their CRM, without considering the bigger picture.