after running lots of tests and projects, i learned something simple. data shows you what happened, but your gut tells you why it matters.

here's what people naturally tend to miss. the weird stuff tells better stories than the normal stuff. everyone looks at what most people do, the odd cases often show what's really going on. those few users who do something different? they might be showing you what's next.

this way of thinking has saved me money on projects, whether for clubs or products. it showed what people really need, not just what they say they want in surveys. sometimes the tiny details lead to the biggest ideas.

i noticed something else too that is having limits helps you make better stuff. when you don't have much time, money, or tools, you come up with smart ideas. think about twitter when they said "you can only write a little bit." people got creative. or phones small screens made us create better ways to use apps.

— numbers show what happened, but only you can figure out why it matters.