2024 August: Why We Avoid Numbers: An Intuitive Guide for Business Owners to Make Informed Decisions


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Why We Avoid Numbers: An Intuitive Guide for Business Owners to Make Informed Decisions

Metrics sometimes mislead us, even when they don’t intend to. Remember, “figures don’t lie, but liars figure.” Yet, we rely on metrics to make decisions. We often struggle to power through confusion and embarrassment because those metrics are how we were taught rational decisions are made.

The Overload of Data

As small business owners, we often get buried under a mountain of metrics and data. We might think these numbers are the key to our success. However, not all metrics are helpful, and no metric is valuable on its own.

We want metrics to help us control our business, improve processes, and manage resources. But dealing with numbers can be frustrating. This course is here to help you cut through the confusion.

A Different Approach to Learning Metrics

I want to share my more intuitive approach with you because I see small business owners like you often misled by charlatans, bullies, and the benignly ignorant.

This course takes a unique approach, focusing on principles rather than numbers. It might not be for you if you’re seeking a course that dives deep into formulas. However, if you prefer an intuitive learning experience that helps you understand the principles behind the numbers, you’ll find this course refreshing and valuable.

As the founder of DataTurk.ai, a company that analyzes business data, I work with numbers daily. But I understand that numbers can be challenging. I’ve learned to be cautious and skeptical about metrics.

Offering Encouragement and Support

In this course, it is 100% okay to admit what you don’t know. Everyone has biases and blind spots. I want you to be aware of them and keep learning. Don’t let anyone intimidate you with fancy numbers and statistics. You can protect yourself and make intelligent decisions by learning a few basic principles.

This course encourages you to ask questions, seek clarity, and check information without fear. We hope to inspire you to surround yourself with trustworthy advisors who support your learning. Our goal is to help you become expert-proof and gain the confidence to handle any financial situation in your business at your own pace.

Course Summary

It is our first time offering this course. Here is how we expect it to flow:

Session 1: Understanding Biases and Handling Bullies

Why It’s Important: Everyone has blind spots that can make decisions difficult. Knowing these helps you make better choices.

What You’ll Learn:

  • Spot and fix common thinking mistakes.
  • Ask questions and check facts without fear.
  • Handle bullies who use numbers.
  • Find trustworthy advisors.
  • Learn at your own pace and understand your business numbers.

Session 2: Problems with Business Metrics

Why It’s Important: Not all numbers matter. Knowing which ones do helps you focus.

What You’ll Learn:

  • Avoid getting overwhelmed by too many metrics.
  • Spot misleading or wrong numbers.
  • Pick the right metrics for your business.
  • Focus on what your customers think, not just business numbers.
  • Watch out for bad data and fake stats.

Session 3: Basics of Financial Statements

Why It’s Important: Understanding these gives you a clear picture of your business’s health.

What You’ll Learn:

  • The balance sheet, income statement, and cash flow statement basics.
  • Key numbers to watch and how they connect.
  • Tips for reading and understanding these statements.
  • How do these statements help you make better decisions.
  • Gain confidence in handling financial info.

Session 4: Easy Planning and Budgeting

Why It’s Important: Good planning keeps your business on track.

What You’ll Learn:

  • Simple ways to estimate income and list expenses.
  • How to prioritize spending.
  • How to consider debt.
  • Set realistic goals and track them.
  • Adjust your budget as needed.
  • Manage money effectively and plan for the future.

Session 5: Pricing for Success

Why It’s Important: Good pricing helps you grow and keep customers happy.

What You’ll Learn:

  • How profit margins help your business.
  • Set the correct prices to cover costs and grow.
  • Make sure pricing supports excellent customer service.
  • Build a strong brand with reasonable pricing.
  • Budgeting for Word-of-Mouth.
  • Create a financial buffer for growth.

Session 6: Focus on Key Numbers

Why It’s Important: Tracking the correct numbers helps you improve.

What You’ll Learn:

  • The difference between what you can control (input metrics) and results (outcome metrics).
  • Focusing on Leading Indicators instead of Lagging Indicators
  • How to track and adjust these metrics for better performance.
  • Build a strong foundation for success.
  • Focus on what you can directly influence.

By the end of this course, you’ll understand key financial principles, make better decisions, and drive your business toward success.


Jeffrey Eisenberg is no stranger to the cognoscenti of Wizard Academy. Jeffrey is a renowned optimization expert and co-author of the NY Times bestselling marketing books, such as “Call to Action” and “Waiting For Your Cat To Bark.” He co-invented the Persuasion Architecture framework, helping companies increase sales by over $1 billion. Jeffrey has trained and coached hundreds of companies, including Google, NBC Universal, and GE Healthcare, by optimizing their customer experience and sales processes using data-driven strategies. He excels at anticipating customer needs and driving innovation.