Politicians from Gove to Trump maintain that we live in a post-truth, post-fact world where evidence no longer matters. The book concludes with a polemical poke in the eye of the post-truth brigade, an (evidence-based) rant against the rhetoric of the age. It’s a delicious paradox of the era of Big Data that it’s simultaneously never been more complex - and never been more possible - to use information and evidence as the fundamental underpinning of stories that deliver real impact. The best way to use data and statistics is to be sparing, as a chef would be with a rare and precious ingredient, and to ensure the narrative is enriched and brought to life with emotion.