Spot on here. I especially like the comment on sitting with the sales VP and only after going through 9 reports, were they actually able to see one that was of any worth to them. This happens all of the time when going through a project. Users are brought in, they say I would want this and would want that. What happens is that multiple reports are made for a fragmented user base, where no one report is used as much as one would like. This makes the ROI almost impossible to reach (see my previous post here where I expound on this more) and then possibly making the project a failure.
Know your audience is also very important, people do not like what they think of as Big Brother, especially in an economy that has people nervous for their jobs as it is. On top of that, there was always this feeling that I got when dealing with certain users where they looked at BI as the enemy, that BI was going to replace them and then they would be out of a job. While in some cases this is true, in many, it would only enhance their jobs, getting rid of day to day drivel and allowing them to concentrate on improving their own personal ROI.
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