People often associate the term “data literacy” with mastering a litany of technical skills: SQL for data querying, Python for data analysis and Tableau for data visualisation, to name a few. However, one skill that is less discussed and has great power to scale data-guided decision-making across the organisation is far more basic, though not necessarily straightforward to learn: the ability to ask great questions of a data team. While this skill can be about setting big strategic directions, it is more often about defining narrower, possibly daily, requests for the team. But what, exactly, are good questions, and how does one go about skilling up an organisation in asking them? With two players in the luxury retail space, Daragh Kelly