Look at your data. Seriously. Not the graph, not the spreadsheet. The data. Look at that single piece of data and ask this question:

What does it mean to my customer?
Take that thing, reduce it to one word. Write it down. In pen. Backwards, forwards upside down.  Repeatedly. Now ask this question:

What else could it mean to my customer?
Now and only now start working.

Look at the data then the rest.  That way round.

I’m Pete Moore. I look at data.