What over a decade of number-crunching analytics has taught me is that spending an hour writing, sharing, or helping someone is infinitely more valuable than spending that hour swimming through numbers. Moreover, trying to juice the numbers almost invariably divorces you from thinking about customers and understanding people. On the surface, it seems like a convenient proxy, but it’s not. They’re just numbers. If you’re searching for business insights, talking to real people beats raw data any day. It’s not as convenient, but when is anything worth doing convenient?