As opposed to "postive". It's the old is-ought dichotomy https://en.m.wikipedia.org/wiki/Is%E2%80%93ought_problem.

Positive claims are about what is true. Normative claims are about what should be true, or rather what decisions we should make. Put another way, positive claims deal only with facts while normative claims deal also with values.

GP is saying that it's the data-scientist's job to give the executive the facts and it's the executive's job to decide what to do about the facts.