“They call me Head of Data, but I feel more like Head of Dashboards.”

That quote came up in my recent calls with buyers of my masterclass, From Dashboard Factory to Strategic Partner . And it cuts deep. Because it captures what so many data leaders and aspiring leaders are quietly struggling with: putting in the work, only to be sidelined, ignored, or treated like a ticket machine.

But here’s the good news: you’re not alone. And there is a way out.

Why this newsletter matters to you

Over the last two weeks, I spoke with 12 professionals who bought my masterclass. All of them were either leading data teams already, or actively stepping into leadership roles. I wanted to know:

• What’s keeping them up at night?
• What do they really want from their role and career?
• Why does it matter to them?

What emerged was a clear picture of the pain, the desire, and - most importantly - the shift that needs to happen if we want to be seen not as dashboard monkeys, but as trusted strategic partners in our companies.

This newsletter shares the key insights from those conversations. If you’re building or leading a data function, or aiming to do so soon: you may see yourself in this. And you’ll leave with clarity, confidence, and a path forward.

Where it hurts

The frustration is real, and it runs deep.

Most of the people I talked to described feeling stuck in reactive, low-leverage work. They joined the data space because they wanted to solve real problems, contribute to strategic decisions, and do impactful work. But here’s what they got instead:

→ Lack of trust and collaboration from stakeholders​
Data leaders want a seat at the table. But instead, many are treated like a service desk: reactive, not proactive. There’s a real hunger to shape the business, not just support it.

→ Low adoption of data products​
Imagine investing months into a dashboard or model, only to see it ignored. Over and over. That’s not just annoying, it’s demoralizing. People start questioning if their work even matters.

→ Overload of ad hoc requests and bugs​
A flood of quick fixes, “Can you just…” messages, and duct-tape dashboards. This kind of work crushes strategic thinking, drains energy, and leads many to feel like they’re just running in circles.

→ Uncertainty about data & AI strategy​
Especially in startups and scaleups, many data leaders are the most senior data person at the company. That’s exciting - but also terrifying. They’re building the plane as they fly it, without clear guidance on whether their stack and processes will scale, stay secure, or even survive the next round of AI disruption.

This isn’t just annoying. It’s exhausting. And it’s driving some people to seriously consider leaving the data space altogether.

The deeper why: What data leaders really want

When you strip away the tools, the metrics, and the dashboards, here’s what most of these professionals are really after:

Strategic respect

They want to be seen and treated as partners. As trusted voices in business decisions. As people who shape the direction of the company, not just report on it.

Adoption and fanbase

Not only do they want people to use the things they build, they want stakeholders to love them. To come back. To evangelize. Because that’s what real impact looks like.

High-impact work

Everyone I spoke to had a deep desire to work on important things, not just churn out charts. They want to tackle meaningful problems, not just tidy up the data mess of the week.

Confidence in their setup

Peace of mind. Knowing that their data infrastructure won’t crumble under growth. That it’s secure, scalable, AI-ready. And that it won’t need a costly rebuild in six months.

Recognition and influence

They want to feel indispensable to the company’s success — not because they’re the only one who can fix the SQL, but because they drive impact at the highest level.

And behind all of that? Three big motivators:

• Health and fulfillment: Less stress. More meaningful work. No more burnout.
• Wealth and autonomy: Better roles. Better pay. More options. More control.
• Reputation and relationships: To be respected and known as someone who makes a real difference.

So what’s the solution?

The shift from dashboard factory to strategic partner isn’t a tweak. It’s a transformation. And it doesn’t happen by accident.

I've spent 17+ years building and leading data teams in companies of all sizes all over the world.

After struggling for many years, my key epiphany came from my mentors outside the data space. Successful CMOs, CPOs and CEOs.

They taught me that, to become a strategic partner and not just a dashboard factory, I need to run my data team like an entrepreneur in a startup. With a relentless focus on understanding users and their problems and on building just the right solution for these problems - and not more!

That's why I developed the Data Team Adjusted Lean Canvas Framework that I teach in my masterclass, From Dashboard Factory to Strategic Partner .

Many data teams start with number 4 (Solution / Tech Stack) and get stuck there.

The key to success is to start with 1 and 2 (Users and their Problems) and then go through the Canvas in sequence.

Tools and Tech are just one of 9 important elements in the data strategy!

The bottom line

If you feel stuck in reactive work, sidelined by the business, or burned out from bug fixes : you’re not broken. You’re not failing. You’re just operating in a system that needs to change.

The leap from being a service provider to a strategic partner isn’t just possible, it’s necessary if you want to build a sustainable, fulfilling, high-impact career in data.

So ask yourself: Are you really understanding your stakeholders problems, challenges, needs and desires deeply? Do you know what drives them? What keeps them up at night?

Start there. And remember: dashboards don’t build trust. You do.

See you next week! ✌️

Sebastian

P.S.: In next week's episode, I will dive deeper into the 9 building blocks of the canvas. If you’re ready to upgrade from Dashboard Factory to Strategy Partner now, my masterclass goes deep into how to make it happen — with real frameworks, practical tools, and a roadmap to becoming the data leader your company needs (and respects).

Because you didn’t join this field to fix broken filters and answer ad hoc questions.

You joined to make a difference.

Let’s make it happen.