Better insights, self-service BI, data discovery, "stunning dashboards"- it amazes me sometimes that analytics and BI are often portrayed as an end in themselves.

The only value is if people make and execute the right decisions more effectively and in a timely manner. Which means you need to know why you need to make a decision and what difference you'll make as a result of so doing. 

Reminds me of the apocryphal gardner who picks the vegetables out of the ground to see if the roots are OK and then wonders why they die!

Bernard Marr gives practical advice to stop us making a similar error.