Book Review: Business 101 for the Data Professional: What You Need to Know to Succeed in Business by Jordan Morrow

Jordan Morrow’s latest book, Business 101 for the Data Professional, offers a vital resource for data professionals seeking to elevate their understanding of business dynamics, positioning themselves as more effective contributors within their organizations. Morrow, a bestselling author known for his work in data literacy, has created a guide that connects the technical world of data with the strategic needs of business. This book is particularly relevant in today’s data-driven landscape, where technical experts are expected not only to deliver data insights but also to align those insights with tangible business outcomes.

Overview and Structure
The book is structured to cater to data professionals at various stages of their careers—whether they are new to the workforce or seasoned analysts—and takes a practical approach. It is divided into sections that systematically build knowledge about key business areas, while emphasizing the critical role data plays in each. Morrow addresses topics such as business strategy, product development, marketing, sales, and operations, all through the lens of how data professionals can support and enhance these functions.

What sets this book apart is its strong focus on communication and relationship-building, skills that are often underemphasized in data-centric education. Morrow makes a compelling case that technical proficiency alone is no longer sufficient; the ability to communicate data insights effectively to non-technical colleagues and stakeholders is now equally important. His approach recognizes that success in data roles hinges on the ability to translate complex analyses into actionable, understandable insights that align with business goals.

Business Strategy and Data's Role
In the initial chapters, Morrow dives into the importance of understanding an organization’s broader business strategy. He emphasizes that data professionals must not operate in a vacuum, isolated from the strategic direction of the business. Instead, they should aim to become partners to the business, using data to inform decisions that drive the company's long-term objectives.

One of the strengths of this section is Morrow’s ability to demystify business strategy concepts for technically focused professionals. He breaks down key strategic frameworks and explains how data professionals can use data to support decisions related to market positioning, competitive analysis, and business model optimization. This allows readers to see the broader context within which their technical work fits, helping them transition from data practitioners to strategic contributors.

Exploring Core Business Functions
A significant portion of the book is dedicated to explaining how data professionals can work more effectively with core business functions like product, marketing, sales, and operations. These sections are packed with practical advice on how data professionals can collaborate with teams in these areas to drive business value.

For example, Morrow highlights how product teams can use data to improve product development processes by analyzing user behavior, performing A/B testing, and using data for feature prioritization. In marketing, he shows how data analytics can support more targeted campaigns and improve customer segmentation. In sales, the focus is on using data to enhance customer relationship management (CRM) systems and provide insights that help sales teams close deals more effectively.

Operations, often an overlooked area by data teams, is treated with equal importance in this book. Morrow explains how operational data can streamline processes, optimize supply chains, and reduce costs. The insights in this section demonstrate that every department within a company can benefit from a strong data foundation, further reinforcing the message that data professionals should see themselves as key partners across all business functions.

Navigating Common Pitfalls: Data Bias and Misuse
One of the most valuable aspects of Business 101 for the Data Professional is Morrow’s discussion of the potential pitfalls that come with the increased reliance on data in business. He addresses two particularly pressing issues: data bias and the misuse of data.

Morrow provides an in-depth explanation of how bias can enter data analyses—whether through poor data collection methods, unrepresentative data samples, or flawed algorithms—and the real-world consequences that can follow. His recommendations for mitigating bias include advocating for diverse data sets, increasing awareness of bias within teams, and implementing stronger validation checks.

The misuse of data is another concern that Morrow tackles head-on. With more organizations adopting data-driven approaches, the temptation to cherry-pick data to support pre-existing narratives is a challenge that many data professionals face. Morrow provides guidance on how to maintain data integrity and resist pressures to manipulate data, underscoring the ethical responsibilities of data professionals in today’s business environment.

Soft Skills: Networking, Influencing, and Communication
Morrow also dedicates a substantial portion of the book to the development of soft skills, particularly networking, influencing, and communication. While these may seem secondary to technical skills for a data professional, Morrow argues convincingly that they are critical to success.

He emphasizes that building relationships within an organization, particularly with non-technical colleagues, is key to being heard and having an impact. Networking within and outside the data team is encouraged, and Morrow offers strategies for data professionals to become more visible and influential in business discussions.

The chapter on communication and data storytelling is one of the book’s highlights. Morrow explains how data professionals can craft compelling narratives around their analyses, using data visualization techniques to make their points more digestible to non-technical audiences. This focus on data storytelling is particularly timely, given the growing importance of being able to present data insights in ways that resonate with decision-makers.

Exercises and Practical Application
At the end of each chapter, Morrow provides exercises that prompt readers to reflect on their progress and apply the concepts they’ve learned. These exercises are a valuable tool for professionals who want to put theory into practice immediately. Whether it’s identifying bias in a recent project, mapping out a networking strategy, or thinking through how to communicate data insights more effectively, the exercises offer concrete steps for professional growth.

Conclusion
Business 101 for the Data Professional is an essential read for any data professional who wants to succeed in today’s business environment. Jordan Morrow’s clear, accessible writing makes complex business concepts understandable, and his deep understanding of the data world ensures that the book remains highly relevant to its target audience. By covering both the technical and interpersonal skills needed to thrive, Morrow provides a comprehensive guide for data professionals who aspire to not only deliver data insights but also to influence the strategic direction of their organizations.

The inclusion of real-world examples, practical advice, and actionable exercises ensures that readers can immediately apply what they learn to their work. This book bridges the gap between the technical and business sides of an organization, empowering data professionals to become key drivers of business success. Whether you're looking to refine your communication skills, understand business strategy better, or navigate the ethical challenges of data usage, this book will give you the tools and confidence to excel.