Nathan Latka

Better than 20.

What if I said the year before I made 10 million?

Now is that six million good or bad?

What if I said that year I made 10 million, I was only 10% profitable, but the year I made six million, I was 50% profitable.

Now is that six million good or bad?

Have the numbers changed?

No, has your perception of good or bad about them changed?

Numbers are subjective because we give them meaning.

Six million is always six million, that's why numbers are objective because the quantity doesn't change.

But what we believe about it and the decisions we make because of it, that's the thing that change and that's why quantitative data is just as subjective as qualitative data.

The other problem with quantitative data, it doesn't tell you why.

If I have 50 people sign up for my newsletter, I don't know why they did.

And then I have 50 people unsubscribe.

I don't know why they did.

Yes, they offer that little thing.

That's rarely the reason, right?

Those little surveys that say, why did you unsubscribe?

You don't know.

Why is someone churning?

You give them a survey.