Did you live through the experience two decades ago?
Like the fox depicted here, sometimes we think we're being really, really clever. We have all the facts. We have an iron-clad argument. And then, those we are trying to convince do exactly the opposite of what we are convincing them to do.
The prosecution had DNA evidence at more than fifty-billion-to-one ... but that was not enough to convince a jury long-hindered by bias and prejudice.
In marketing and analytics, it is never enough to have iron-clad facts. Our facts and story must align with the worldview of the audience we're trying to convince, or we're in trouble.