How many times have you or someone you work with used the term “single source of truth?” Yes, data is imperative to any business, but to be used most effectively, data must be about more than scoreboard keeping. If you approach data from a small perspective, it simply becomes a reporting tool. The scoreboard may give you the data, but it doesn’t tell you the "why." The "why" can help you unlock the real truth that sits beyond just the numbers (and helps you not get on Ari's nerves).