Instincts are for inspiration, data is for validation

Intuition and gut feelings are valuable sources of inspiration. They are the starting point for new ideas and hypotheses. They are the experiments we want to run.

However, instincts are not enough to build a successful business. They need to be tested and validated with data. Data provides the proof that an idea is working or not.

This is the core of the data-informed approach. It's not about ignoring intuition, but about using data to test and refine it. It's a partnership between human creativity and machine-powered validation.