The origin

It started because we were all alone at our desks.

In 2019, a handful of analysts in different cities — at a retailer, a hospital, a fintech, a consulting firm — traded DMs about the same strange problem: they were the only person in their org who actually understood the data.

No peers to review a model with. No one to ask whether a chart was honest. No one to talk to about that quiet, irreplaceable moment when a spreadsheet finally tells the truth.

That DM thread became a Slack. The Slack became a weekly newsletter. The newsletter became a research publication. And somewhere along the way, it stopped being a side project and started being the thing we wished had existed when we were starting out.

A community of analytics professionals
The best conversations still happen in the margins.

Our vision: a world where analytics is treated like the craft it actually is — taught carefully, practiced publicly, and celebrated honestly.

What we do

Four things. We try to do them well.

  1. Publish research worth reading.

    Long-form essays on analytics strategy, dashboard craft, AI in the data stack, and the quiet mechanics of how good decisions actually get made. No listicles. No vendor fluff.

  2. Run a newsletter you'll actually open.

    One Sunday email. Curated with care. Read by 20,000+ practitioners from Fortune 500s to two-person startups in every timezone.

  3. Host events that celebrate the craft.

    Dashboard competitions, model showcases, writing contests. Public, voted on by peers, free to enter. The work stands on its own.

  4. Give writers from our community a stage.

    Every great piece we've published came from someone in the field — not a staff writer. If you have something to say, we want to read it. Write for us.

Who we serve

Analysts, engineers, and leaders — in every industry.

Our readers are junior analysts writing their first SQL. They're senior data scientists deciding whether to fine-tune or prompt. They're BI leads picking between Power BI, Tableau, and something built in-house. They're heads of data explaining to a CFO why the numbers changed.

We support all of them — with ideas, with craft, with a room full of peers who have been through the same problem a thousand times before.

If you've ever had to explain what a p-value is to an executive at 4:45 PM on a Friday, this publication is for you.

Join the community.

Start with the Sunday newsletter. Stick around for the research. Contribute when you're ready.