We need this book! Evidence and numbers help us to make sense of the world, to transcend how things appear, and find out how they really are. But this is not a technical journey – it’s a human one, of meanings and relationships, and Sam Knowles shows why we need to grasp that first. With an armful of words, a poet crafts meaning or passion or action. But what do we do with an armful of statistics? Sam Knowles has the answers.

Tracey Brown, Director, Sense About Science

Numbers aren’t the enemy of narrative – quite the opposite. Relevant data should be the foundation stones of stories with impact. This approach is clearly relevant for the research and insights business, but also today for every kind of organisation: public, private, and third ...

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