Why do data projects take so long? It’s exhausting — finding data, cleaning data, identifying problems in the data, creating presentations, hitting resistance...on and on.

I’ve seen the struggle up close for over 15 years. It is my belief that the challenges of analytics have less to do with technology limitations and more to do with people challenges. The barriers often relate to Psychology, Sociology, Anthropology, and Mindsets.

We will often have clients who are energized to get started, but then disappear for months as they struggle with their data problems. I see people bounce back and forth from optimism to pessimism.

With that in mind, I wanted to offer a framework for thinking about the journey that both people and organizations go through as they tackle data projects. The framework describes the sequence of behaviors and emotions that people express. Getting stuck in these stages helps to explain why data projects can take so long:

Skepticism. Like anything that is new, people will start by questioning whether it is worth their time and effort.
Irrational Exuberance. The pendulum swings and people get (over-)excited, about what they can do with data. Reality may not match their growing expectations.
Confusion. Then back to Earth. When it comes time to embark on an actual data project, the uncertain grows. Where do you even start?
Discovery of Purpose. Getting to this step requires finding a small piece of the data potential that can be bitten-off first.
Doubt. Now that you’re committed to a direction, the reality of your data comes into play. Will you be able to find value and insights?
Denial. Even after emerging from stage 5 with progress, now you face an audience that may not be ready to change. Their skepticism is now your blocker to progress.
Acceptance. Finally, the data project comes to fruition, perhaps at a smaller scope than was originally imagined. Time to find the next opportunity.