Zeynep Ton

There are two problems with relying so much on data.

The first problem is our desire to make business a science and identify cause and effect in isolation. The outcomes of so many decisions that companies make are not determined by inescapable laws of science. They’re determined by the actions of leaders who have agency to affect those outcomes.

The second problem with data is that when you make analyses, you oftentimes rely on historical data, and you make inferences using historical data analysis. But what happened in the past, in your past system, doesn’t predict what can happen in the future if you have a different system.

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