In sense-making we distinguish three elements.

1. Do we see the data?
2. Do we pay attention to the data?
3. Can we act, or get other to act on he data

In classic decision theory the assumption is that if you just get the right information to the right people at the right time then they will act on it. As assumption that has underpinned knowledge management. However the way the brain processes data means that we different tools and techniques for each of the three above. Incidentally they are not linear in nature, we may act without paying attention or even seeing.
One of the ways you get people to understand this is to play cognitive games with them. The basket ball video is one of the best, although it is increasingly used and people are familiar with it. I just came across another one which makes the point on attention well, so for your weekend enjoyment here it is.