Information Needs Context

In today’s world, everything depends on information. Metrics are crucial understand how you are progressing. The truth is that information don’t actually tell you much until they are put in context. Facts are interpreted by the listener and if you do not provide context the conclusion will not be valid.


For example: you send out an email promoting a product. You sell 20 products that week. These are facts but there is no context to tell whether or not the email had an impact on sales. The context you need to add would include how many of that product you sell in an average week. Did you sell those products before or after the email went out? Have you sent out similar emails before? What were the their results? As you can see the context of that information tells you what the information means.

Sending out information to potential customers or on social media can be detrimental if sent with no context. Recently a health care company posted a list of chemicals contained in the COVID vaccine. With no context, the responses were primarily from anti-vaxers using it to scare people into not taking the vaccine. If you posted the chemicals that make up an organic tomato or apple, it would seem just as scary. With providing context, even though you are distributing “facts” they are meaningless and can be twisted.

Provide context to give your information meaning and make it useful. To find out how a coach/consultant can help you design metrics that matter and interpret them correctly, contact us here.