Brand and product management is equal parts art and science. Math and poetry - something very similar to Mos Def’s, a.k.a Yasiin Bey, track “Mathematics” off of Black on Both Sides. Mathematics runs down a slew of stats, all the while delivering a powerful socio-political narrative. He uses data to shine a light on insights, and his storytelling makes it all sticky. Mos can serve as a reference point when you kick off your next analytics or insights project.

Here’s how -

1. One number can tell many different stories -

   40% of Americans own a cell phone
   So they can hear everything that you say when you ain't home

   Mos uses a (prophetic) ‘99 stat on cell phones to paint a bleak picture about a future of surveillance. That same stat could have been used to show progress or connectivity. But he use the data point to tell his story. Your one data point can bend in many different directions. Pick a direction that complements your point.

2. Data needs a so what -

   When the average minimum wage is $5.15
   You best believe you've got to find a new grind to get cream

   The white unemployment rate is nearly more than triple for black
   Some front-liners got their gun in your back
   Bubbling crack, jewel theft and robbery to combat poverty

   Mos refers to the unlivable min. wage and quickly follows with the so what - low wages lead to people doing illegal activities for survival. The so what makes the min wage figure meaningful and builds empathy. An isolated number is sterile and worthless.

3. Contextualize and contrast data sets for more impact

   It's a numbers game, but shit don't add up somehow

   Like I got 16 to 32 bars to rock it
   But only 15% of profits ever see my pockets

   Mos compares the number of bars in a verse with the amount of profit he is expecting to see from his artwork. The contrast draws the listener in. Contrast will help make your point stick. Use charts, tables, versus and other constructs to emphasize growth, decline or general imbalance. We notice differences. Facts.

Above all else - use data to make the listener/reader feel or think something. Otherwise it’s just a 0.