Start with the Question: Turning Data into Insight

Let me tell you a story about data. I’ve seen it play out time and time again. Someone sits down with a mountain of numbers, spends hours building a dashboard, and then… nothing. Frustration sets in. They step back and say, “This doesn’t mean anything—it’s just numbers on a screen.” And you know what? They’re right.

Because they’ve started in the wrong place.

Start with Why

Data analysis isn’t about numbers. It’s not even about the data itself. It’s about the why. Why are you looking at this data? Why does it matter? Why should anyone care? And the why always begins with curiosity. That’s the key. You have to start with a question—one that matters.

A Question Changes Everything

Before you touch the data, ask yourself: What do I want to know? What problem am I trying to solve? A good question isn’t vague or generic. It’s clear. It’s specific. It lights a fire in you. And it has meaning—not just to you, but to anyone who’s searching for answers.

Because here’s the thing: one great question can turn a lifeless spreadsheet into a tool that inspires action. One great question can uncover insights that change the game.

Imagine the Answer

Now, here’s where it gets interesting. Once you’ve got your question, don’t dive straight into the data. Instead, pause. Step back and imagine: What does the answer look like?

What patterns would you expect to see? What proof would you need to convince others? What would make the answer feel undeniable? By working backwards from the answer, you stay focused on the insights, not just the process. You’re no longer organizing information for the sake of it—you’re uncovering meaning.

Curiosity is the Catalyst

The best analysts aren’t the ones who know the most tools or formulas. They’re the ones who are the most curious. They ask why. They keep digging. They don’t just want to know what the data says—they want to know what it means. That’s the magic. That’s what transforms numbers into stories, and stories into action.

The Golden Rule of Analysis

If you find yourself stuck, if the data feels flat and lifeless, step back. Ask yourself: What question am I really trying to answer? Let that question guide you. Work backwards from there. That’s how you move from just analyzing data to uncovering something that truly matters.

Because in the end, it’s not the data that makes a difference. It’s the curiosity—the why—that sparks the insight. That’s where the story begins.