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The report design working group sat around the table, sifting through the draft strategic performance report to suggest how to make it more useful. Measure by measure they chatted and suggested and critiqued and debated: “this one would look better if it was a bar chart”, “yeah, I like the three-dimensional bar charts”, “we should add another line to this chart because it would be interesting to show”, “it’s pretty easy to get Excel to turn this one into a stacked bar chart, that way we could get more information onto it”.

Then someone asked: “hang on, what questions are we trying to answer with these measures anyway?”, and there was dead silence.