1The Two Skills Everyone Needs Today

[Nobel laureate] Lord Rutherford used to tell his staff at the Cavendish Laboratory that if they couldn’t explain their physics to a barmaid, it was bad physics.

David Ogilvy (1963), Confessions of an Advertising Man

First Principles

There are two skills that everyone needs in today’s knowledge economy to thrive and do their jobs most effectively. These are the ability to interrogate, understand, and extract meaning from data and statistics, and the ability to use the insights derived from the data to move people to action. Analytics + storytelling = influence. The purpose of this book is to show you how to excel at both and make the combination worth very much more than the sum of the parts. We’re here ...

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