Posted by Daniel Newman in Marketing
these are some of the most dangerous words in business. But all too often the way we have always done it is comforting. There is a certain feeling of satisfaction that comes from doing what has always worked. Since the past is a tremendous indicator of future behavior, we have long found ourselves looking to the past for validation and as you know, what you seek to find in data can often be made to exist regardless of whether it truly represents the right decision.