Dedicado aos fans do Big Data:
"Creating great choices requires imagination more than data.Underlying the practice and study of business is the belief that business decisions must be driven by rigorous analysis of data. The explosion of big data has reinforced this idea. In a recent EY survey, 81 percent of executives said they believed that "data should be at the heart of all decision-making," leading EY to enthusiastically proclaim that "big data can eliminate reliance on 'gut feel' decision-making.Managers find this notion appealing....Can management decisions really be reduced to an exercise in data analysis? I do not believe that they can, and this brings me to an important truth about data: creating great choices requires imagination more than data....It's important to realize that the presence of data is not sufficient proof that outcomes cannot be different. Data is not logic. In fact, many of the most lucrative business moves come from bucking the evidence....Moreover, the absence of data does not preclude possibility. If you are talking about new outcomes and behaviors, then naturally there is no prior evidence. A truly rigorous thinker, therefore, considers not only what the data suggests but also what within the bounds of possibility could happen. And that requires the exercise of imagination-a very different process from analysis.Also, the division between can and cannot is more fluid than most people think. Innovators will push that boundary more than most, challenging the cannot.Breaking the FrameThe imagination of new possibilities first requires an act of unframing. The status quo often appears to be the only way things can be, a perception that's hard to shake."
Trechos retirados de "A New Way to Think" de Roger L. Martin.
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