If You Want to Be Creative, Don’t Be Data Driven
Bill Pardi

Thank you! This is directly related to a mission I’ve been on for several years now to direct people away from the misguided notion that organizational decision making should be data driven. Rather, it should be values driven and data supported/inspired. In fact, having good information is not enough to make a good decision. We need, first of all, clarified values and preferences about what we want to achieve and why, and creative alternatives that we can exercise to get there. The information or data we acquire might inform or inspire decision alternatives, and it should help make conditional distinctions about which alternatives serve our goals better; but data by itself is largely meaningless until it’s considered in the context of the values and outcome preferences of agents who are gathering data.