Let’s talk Reporting.

We all love a good, clean dashboard with colorful charts and graphs at our fingertips. It’s like the ultimate “I’ve got it all together” moment—hit a button, get a result, and bam you’re done, right?

If only.

Reporting isn’t just about pressing a button and getting a result. It’s about understanding what’s behind those numbers and, more importantly, questioning the why and how of the data that’s driving those results.

In over 25 years of working with teams to drive the story behind the numbers, here are 4 insights to help you take your reporting to the next level:

1. Numbers Don’t Speak for Themselves.

A report may tell you that sales dropped last quarter, but it won’t tell you why. Was it a dip in product demand, a change in market conditions, or maybe a shift in your sales team’s approach? Without context, those numbers are just numbers. They might give you a starting point, but they won’t give you the answers you need to improve or make decisions.

This is where critical thinking comes into play. Asking the right questions about the data helps uncover the real story behind it. Are those numbers telling you what you think they are? Or is there a pattern you’ve overlooked?

2. Assumptions Lead to Missteps.

It’s easy to look at a report and assume that everything’s fine because the numbers are "good enough." But what does "good enough" actually mean? Is there a subtle change you should be concerned about, even if it’s not glaringly obvious?

Too often, people rush through the analysis phase and make decisions based on surface-level insights. But without a deeper dive, you risk making decisions that might be inaccurate or, worse, based on misleading data.

By asking questions like, How was this calculated? What assumptions were made when compiling this data? you ensure you’re not making decisions that are driven by faulty premises.

3. Curiosity Drives Better Outcomes.

Curiosity is often overlooked, but it’s a key component in making data-driven decisions. Reporting isn’t just about getting from Point A (data) to Point B (insights). It’s about how you navigate from one to the other. And that navigation starts with curiosity.

When you’re curious, you start looking beyond the obvious. You don’t just accept the numbers in front of you. You seek to understand the reasons behind those numbers, the factors influencing them, and the potential outcomes if things stay the same—or change.

Maybe your report shows that sales conversions are slightly down, but you’re curious about the underlying factors—such as seasonal trends, pricing shifts, or even customer feedback loops. When you’re curious, you’re more likely to discover patterns that others might miss, and that’s where the magic happens.

4. It’s About Storytelling, Not Just Numbers.

Data is powerful, but it needs to be woven into a narrative that makes sense to your team and stakeholders. That’s where curiosity and critical thinking meet. Reporting should never just be a static snapshot of what happened; it should tell the story of why it happened, what the implications are, and what actions need to be taken moving forward.

Reports shouldn’t just inform; they should inspire action. But to do that, you need to know the full context—beyond just what the system churns out. You need to read between the lines, make sense of trends, and understand the full picture.

So What?

Reports and data analysis are tools, not answers. Understanding the data—questioning it, being curious about it, and thinking critically about it—is what turns numbers into meaningful insights.

So, the next time you hit that “Generate Report” button, pause for a moment. Take the time to think through the story your data is telling you. Ask questions, get curious, and dig deeper. You’ll find that critical thinking leads you to better outcomes, and ultimately, you’ll make smarter, more informed decisions.

Curiosity, paired with critical thinking, is the secret sauce for making reporting work for you, not just as a result—but as a driver of action and growth.