PART TWO
Getting People Right
WHEN IT IS CLEAR that default thinking isn’t working, people have a tendency to turn toward methods that aren’t really methods at all. Before we discuss how a deeper investigation driven by the human sciences can solve business challenges, let’s take a moment to debunk the most popular, but most misleading, strategic solutions on offer today.
The Big-Data Solution
The big-data solution—the tracking and number-crunching of vast amounts of consumer data, much of it available as digital traces—seduces us by promising a win in markets. Big data is alluring because it is presented in harmony with cutting-edge algorithms that promise to filter through vast amounts of information at a volume heretofore unprecedented. ...
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