Don't strategise based on data. Strategise based on imagination.

 

This seems counter intuitive. Why would we not make decisions based on data? On facts? The problem is we only have detailed and measurable data on what we are already doing and what everyone already knows. If we need every strategy to be backed by existing data, we will not be able to innovate. When we strategise, think what needs to be true for this to work. Then think how do we create these conditions, or how we can verify these assumptions. If you want to create new value, don't search only in old data.