Clients who work with us soon learn that despite our apparently care-free exterior we are sticklers for data.

We don’t always think you need to follow what it tells you to do, but we definitely think you should have it to hand. Knowing what works, what doesn’t, what happened and what caused it gives real power to your decision making.

In the context of the previous couple of blogs about ambiguity, knowledge doesn’t have a direct relationship – in the main having data is a way to reduce uncertainty, but can’t protect you against the unforeseen. However, knowledge can be vital in helping you decide what the most effective response to something unforeseen should be when it arrives – especially if you need to make a fast decision.