For the second time in a year, the boss said he wasn’t sure about the value of analytics, because ‘the business is so simple,’ and, ‘the execs just didn’t get it.’ It’s budget-cutting time again. We had streamlined reporting, settled on KPIs, and helped them get insight they never had before. What’s not to get?? Melinda describes the over-delivering trap she had built for herself, reveals the warning signs she should have heeded, and gives specific instructions on how to get yourself out of the same hole. The first lesson: stop digging! The second lesson will save your job and the third will make you an analytics rock star.