“But my data was rock solid and they still didn’t buy it.”
I can’t tell you how often executives come to me frustrated and confused that their data don’t seem to be working. The better the data, the greater the frustration. They don’t understand how anyone can look at the data and not agree with their position. The reason is quite simple. Data don’t sell your argument, logic does.
Data are an important first step in building an argument. Data ensure that what you are saying is true. If what you are saying can’t be supported by evidence, you shouldn’t be saying it. However, fact-based statements are not enough. Being true doesn’t make something right.
Here are a few examples. All of these arguments are supported by factual statements. Would you agree with them?
- You should market your products in Alaska because it’s the largest state (geographically) in the country.
- Macy’s should consider selling Ritz crackers because they are the most popular snack food in the United States.
- Your business should consider developing an offering around outsourcing management services for Rock stars because you’d meet interesting people, would have a lot of fun, and would get to hear great music.
Even though the supporting statements can all be backed up with data, none of these arguments makes sense. Geographic size does not impact sales, Macy’s doesn’t sell snack foods, and you’re not in the rock-n-roll business. So while the data are true the logic is flawed.
True does not mean valid. The same set of facts can often yield very different conclusions. Facts don’t make an argument, reasoning does. When people are listening to your argument, they aren’t focused on the facts. They consider whether the argument makes sense logically. If it doesn’t, no amount of data in the world will convince them. Most of the time if they “buy” the argument they won’t even care about the data (but you still need to have it to ensure that what you are saying is true).
Stop trying to sell your arguments based on data. Build a simple, clear argument based on logic. Then prove that what you are saying is factually correct.
