From trenches to boardrooms: how data loses its meaning on the way up

There is a story from the First World War about communication across trenches. An order was passed along the line. “Send reinforcements, we’re going to advance.” By the time it reached the final messenger, the message had changed into something entirely different. “Send three and fourpence, we’re going to a dance.” No one intended to distort the message. Noise, distance, and interpretation did the work.

The same thing happens to operational and sustainability data inside organisations.

Where data starts to degrade

At the source, data is usually clear. Systems record what is actually happening across energy use, demand, and performance. Problems begin when that data starts to travel. It moves between teams with different priorities. It passes through silos. It is copied into spreadsheets and adjusted for reporting.

Each handover introduces interpretation. Context is stripped out to keep things manageable. Assumptions replace evidence, often without anyone realising it has happened. By the time the data reaches senior leadership, it no longer reflects operational reality. It reflects a simplified, sanitised version that looks credible on paper, while the complexity and uncertainty have been quietly removed.

Why trustworthy data changes decisions

When data cannot be trusted, investment decisions lose their foundation. Capital is allocated to the most low risk sustainability measures, even if they materially unsuited to the organisations goals. Leading to overstated expected savings, missed constraints such as grid capacity or demand volatility and payback periods stretching well beyond what was promised, usually after commitments have already been made.

Trustworthy data is not a nice-to-have. It is a prerequisite for sound decision-making. No organisation would base financial investments on rough estimates or untested assumptions. Energy and sustainability decisions should be held to the same standard, especially when million euro investment decisions depend in it.

Reliable data shows how demand actually behaves. It exposes waste before money is committed, allowing investment to focus on measures that reduce risk and deliver measurable returns.

The trench story still applies. Messages change as they travel. If investment decisions matter, the data must arrive intact and delivering the right message.