When Right Data Leads to Wrong Business Decisions

Dr. Niklas Richter · 2026-05-19

Companies are pouring millions into dashboards, AI tools, and data analytics. Yet, despite all that investment, decisions still go sideways more often than we like to admit. It's a frustrating reality that hits businesses of every size, from startups to Fortune 500s. In a recent episode of Ondernemerspraat, host Virginie sat down with Henny Speelman, a data visualization and storytelling expert. They dug into a question that keeps leaders up at night: how can perfectly correct numbers still lead you to make the wrong call? Henny's answer is both simple and unsettling. Misinterpretation is actually more dangerous than bad data. Think about it. If you know your data is flawed, you're cautious. But when the numbers look clean and polished, you trust them. And that trust can be your undoing. ### The Hidden Danger of Misreading Your Numbers Here's the thing. AI doesn't fix bad thinking. It just makes bad thinking faster. If you feed a flawed interpretation into a machine learning model, it'll amplify that mistake at lightning speed. Suddenly, a small misunderstanding becomes a company-wide disaster. Henny shared his A.R.T. model to help leaders become what he calls a "trusted data communicator." It's not about fancy charts or complex algorithms. It's about clarity, context, and connection. - **A** stands for Accuracy. Are your numbers actually correct? - **R** stands for Relevance. Does this data matter to the decision at hand? - **T** stands for Transparency. Can others see how you reached your conclusion? When you follow this framework, you shift from being a data reporter to a data storyteller. And that's where the real value lives.  ### Why Context Beats More Numbers Most leaders think the solution to bad decisions is more data. They want another dashboard, another report, another AI model. But Henny argues the opposite. What you really need is better context around the numbers you already have. A beautiful visualization can actually be dangerous. It makes you feel like you understand something when you might not. A strong data story, on the other hand, forces you to ask hard questions. It challenges assumptions. It reveals what's missing. The hidden costs of poor data communication are staggering. Think about the meetings wasted debating the wrong numbers. The strategies built on shaky interpretations. The trust eroded when teams realize the data doesn't match reality. ### How to Make Data Work for You So how do you fix this? Start by treating data communication as a skill, not a tool. It's not about buying better software. It's about learning to ask better questions. * Stop asking "What do the numbers say?" and start asking "What story do these numbers tell?" * Challenge every visualization. Is it clarifying or just pretty? * Create a culture where people feel safe questioning the data. Henny's message is clear. Data should bring clarity and build trust. It should make better decisions possible. But that only happens when you focus on how you communicate the numbers, not just how you collect them. This podcast episode is a must-listen for any leader who's ever felt frustrated by the gap between data and action. You can download the visualizations used in the episode at [ondernemerspraat.be/podcast/s6-e19-hoe-correcte-cijfers-toch-tot-verkeerde-keuzes-leiden/](https://ondernemerspraat.be/podcast/s6-e19-hoe-correcte-cijfers-toch-tot-verkeerde-keuzes-leiden/) (nofollow). This podcast is brought to you by Creatic, a digital agency that helps small and medium businesses build strong brands, smart marketing, and high-performing websites. From brand strategy to visual identity, they focus on making your business visible and recognizable online. Learn more at [creatic.be](https://www.creatic.be) (nofollow).