Dear Data Geek, where is my sister, and what have you done to her?

For as long as I can remember, including her entire adult life, my sister has always seemed allergic to numbers. She was a straight-A student, so did well in math, but only because she worked at it. However, she was never comfortable with numbers or mathematical concepts. I, on the other hand, thought math was fun. Maybe it was a self-fulfilling prophecy as growing up our mother would joke that the reason I excelled in math was because I substituted dollars for apples and oranges when doing word problems.

Fast forward to when my sister was 40+ years old and her husband was fired. She was panicked because she did not know the first thing about personal finance and was certain it would take an M.B.A. (she has a theater arts degree) to understand it. I sarcastically asked her if she could add and subtract, and when she acknowledged she could, I let her know she was more than qualified. However, it was my "light bulb moment" because the resulting conversation made me realize it was the financial terminology that was creating the problem, along with the fact she was creating roadblocks in her mind that did not need to exist.

Fast forward … Today, my sister's youngest daughter plays volleyball and loves the statistics – whether hers, her teammates, or the team and where they stand in terms of the competition. Is she a math wizard? Probably no more so than her mother, but her attitude toward numbers and statistics is very different. She loves them because they intrigue her and have a purpose. So much so that, much to her mother's amazement, she voluntarily took a statistics course. Which is something I would have done (actually, I did take mathematical statistics as an elective in college).

So, imagine my surprise when my sister started analyzing the statistics provided by MailChimp on last week's email newsletter – letting me know open rates and click rates, and even comparing them to previous email campaigns. We only started using MailChimp a few months ago (shortly after we launched our new website), creating newsletters to provide our followers with food-for-thought (we have nothing to sell – as we have not even put our bestselling book on the site … yet).

I know that if I had asked my sister to "analyze data" she would have freaked out (that is her default setting), but because the numbers had a purpose and were clearly presented, her curiosity prompted her to review them. Which, besides giving information on our email campaign, provided proof that …

When something is relevant, we seem to ignore the mental roadblocks that we might otherwise have built.