To quote the one and only David Byrne (of Talking Heads, duh):

"Facts are simple and facts are straight
Facts are lazy and facts are late
Facts all come with points of view
Facts don't do what I want them to"

Go to any career site and you'll see facts. Oodles and oodles of facts that mostly tell us nothing. And yet we keep stuffing facts into our work, despite the fact that they don't differentiate our brands or do much to support our narrative.