Dec 11, 2023 5 min read

Make Numbers Count!

Hey Friends,

As the year ends, I'm excited to share a book that's really made a difference in my reading journey. A perfect blend of relevance and interest for my management consulting career, "Making Numbers Count" by Chip Heath and Karla Starr, has truly stood out. I can't recommend it enough!

Data is so critical but it might backfire!

In industries like consulting or finance, we don't just believe in data, we live by it! There’s famous saying that “If you can’t measure it, you can’t improve it.” At our firm, we even a dedicated team of consultants, skilled in data science and engineering, who transform raw data into powerful, actionable insights. This data-driven approach empowers us to deliver reliable, evidence-based solutions that drive success for our clients.

However, it’s not that Our brains struggle to process numbers beyond three. Imagine choosing between a 1/3 pound burger and a 1/4 pound one. Instinctively, you might think the 1/4 pounder is better because 4>3. But if you pause to think, you'd realize you're mistaken. The challenge is, which you are trying to communicate an idea, making people think too hard often backfires.

And here’s some of the great advices from the authors to actually make numbers count:

1. Whenever possible, don’t communicate with numbers

The human brain is not naturally predisposed to process data effortlessly. The first advice that Chip and Karla offered was simple, yet powerful - the best way to communicate data is often to simply - NOT use it.

Here’s an example on how to avoid using numbers, imagine you want to prove that how serious is gender inequality is there in leadership roles.

Before: Only 10.4% of Fortune 500 CEOS are women.

After: Among Fortune 500 CEOs, there are more men named James than there are women

You've conveyed the same message - the stark underrepresentation of women in CEO roles - but in a way that's far more compelling and unforgettable.

2. Recast numbers to relatable scales or dimensions

We did a lot of researches in consulting - but sometimes the raw data itself does not produce obvious effects, you might try to play around with scales and dimensions , such as distance, volume, density, speed, temperature, money, time, etc., and see if this helps to understand.

Here a real-life example that I applied in my recent strategy deck to justify the investment opportunity in the Middle East region. I did it by converting changes from a yearly basis to a daily basis.

Before: The number of web3 startups increase from 1350 to 1850 from 2022 to 2023 in Dubai, UAE.
After: On average, there 1.3 new web3 startups being created in Dubai, UAE from 2022 to 2023.

Another great example would be the mental math that I use to control my personal diet whenever I am trying to consume any food that’s high in calories, by converting that to the time that I would have to do long-distance running.

Before: This bag of Chips contains 350 calories.
After: To burn away the calories intake from eating the chips, I would have to run for a 30 mins.

Another conversion might as well include converting time wasted to money base on people's hourly rate, converting the death rate of travelling with a plane to something like guess one specific date along a 2000 years period.

3. Use emotional numbers to move people to think and act differently

Infusing statistics with an emotional appeal can transform them into powerful narratives. This technique, which involves connecting numbers to preexisting emotions within an audience, adds a human element to otherwise dry statistics. Many of the most influential figures in history have successfully used this technique to bring their statistics to life, one of the perfect example will be how President Eisenhower calls for peace in his famous “The Chance for Peace”

Every gun that is made, every warship launched, every rocket fired signifies, in the final sense, a theft from those who hunger and are not fed, those who are cold and are not clothed…
The cost of one modern heavy bomber is this: a modern brick school in more than 30 cities. It is two electric power plants, each serving a town of 60,000 population. It is two fine, fully equipped hospitals. It is some fifty miles of concrete pavement.
We pay for a single fighter plane with a half million bushels of wheat. We pay for a single destroyer with new homes that could have housed more than 8,000 people. This is, I repeat, the best way of life to be found on the road the world has been taking.
— “The Chance for Peace” by Dwight D. Eisenhower

Bonus: Make an “Encore” for the key data you can’t stress more about

Ever been to a rock concert that leaves you buzzing with energy? The perfect mix of old classics and new hits, the encore that brings everyone to their feet - it's a thrilling experience. Now, imagine applying that same strategy to presenting data. Instead of bombarding your audience with numbers, hold back some key information for an 'encore'. It keeps your audience engaged and makes the data more memorable. Think of it as the rock concert of data presentation.

Let me just illustrate with a simple example here:

Before: The chances of winning the Mark Six lottery in Hong Kong are approximately 1 in 13,983,816. After: Imagine you now have to guess a specific date within the last 380 years (from the Ming Dynasty to now) correctly. Then, after that, you must select the correct envelope from a pool of 100. This illustrates the slim possibility of winning the Mark Six lottery.

How might you apply the learning?

Can you identify a recent instance where you used numbers to communicate an idea? How might you reframe it using the methods discussed?
How can you replace numbers with more relatable scales or dimensions in your current work or project?
Is there a complex statistic or data point that you could simplify by converting it to a daily, hourly, or per-person basis?
Think about a key data point in your work. How could you make an "encore" of it to leave a lasting impression on your audience?

Try to use this Prompt:

💡

Please help me to convert these specific data points to numbers that counts applying the following principles, the target audience will be [Insert here] and the key message is [Insert here].
1. Avoid using numbers when possible. Convey your message in a more compelling and memorable way without relying heavily on numbers.
2. Recast numbers to relatable scales or dimensions. We can take your raw data and adjust the scale or dimension (distance, volume, density, speed, temperature, money, time, etc.) to make it more understandable and impactful.
3. Infuse statistics with an emotional appeal. By connecting your data to preexisting emotions within your audience, we can transform dry statistics into powerful narratives.
4. Make an 'Encore' for key data. Instead of overwhelming your audience with numbers, we can hold back some key data for a dramatic reveal, making it more memorable.

Things that I found interesting this week:

📚 Book — "Making Numbers Count" by Chip Heath and Karla Starr

"Making Numbers Count" by acclaimed authors Chip Heath and Karla Starr is a game-changer for anyone working with data. It's more than just a book about numbers; it's a guide to transforming statistics into compelling stories. Whether you're a consultant, a data analyst, or anyone who needs to present data, this book offers valuable tools for bringing your data to life. In our data-driven world, communicating effectively with numbers can set you apart. Don't just present data, make it count!

🗣️ Speech — “The Chance for Peace” by Dwight D. Eisenhower

Dwight D. Eisenhower's "The Chance for Peace" speech is not just a historical artifact but a timeless lesson in communication. It masterfully demonstrates how to infuse statistics with emotional appeal, transforming dry numbers into compelling narratives that can sway hearts and minds. Reading this speech will not only provide an excellent example of "making numbers count" but also inspire you to use data more effectively in your own communication.