09/02/2026
Have you ever been in a meeting where two people are looking at completely different numbers for the same metric?
"Our revenue was $1.2M last month."
"That's weird. I'm seeing $1.4M."
"Where did you get $1.4M?"
"Our spreadsheet."
"Well, that's not what the dashboard says."
We've seen this happen enough times to realize that the biggest reporting problem usually isn't the dashboard. It's the data behind it.
Maybe the sales team defines a "new customer" differently than the marketing team. Maybe there are three different spreadsheets tracking the same information. Maybe someone manually exports data from one system and uploads it into another. Maybe the finance team's definition of "revenue" isn't the same as the definition being used in the executive dashboard.
None of these problems are particularly exciting, but they can completely destroy people's trust in your reporting. And once people stop trusting the numbers, they stop using them.
They'll start keeping their own spreadsheets "just in case." Then someone else creates another spreadsheet. Eventually, you have five different versions of the truth sitting in five different places, and nobody is quite sure which one they should be using.
At that point, building a prettier dashboard isn't going to solve the problem. You need to figure out why everyone is getting different answers in the first place.
We think this is one of the most overlooked parts of building a good reporting system. It's easy to focus on what the dashboard looks like, which charts you should include, or how often the data should refresh. But none of that matters very much if the underlying data isn't consistent and everyone has a different understanding of what the numbers actually mean.
Good reporting isn't just about making data look nice. It's about making sure everyone can look at the same number and agree on what it means.
Because the goal of a dashboard isn't to start a conversation about whether the data is correct. The goal is to start a conversation about what you're going to do about it.