CHAPTER 10
SKILL #2:
DON’T BE LURED BY BRIGHT, SHINY OBJECTS
A company shouldn’t get addicted to being shiny, because shiny doesn’t last.
—JEFF BEZOS, founder, Amazon.com
Big Data is the hot new buzz term. You hear it everywhere in the marketing world. There is nothing intrinsically wrong with Big Data; the problem is not how much data is available, it’s how it is used.
CASE IN POINT
Ask the Right Question
The night I was introduced by a mutual friend to my future wife, Allison, at a Manhattan nightclub, I asked her what she enjoyed doing. Not what she did, but what she enjoyed doing. The information I was trying to elicit was different from what I would have learned had I asked what she did.
My question gets to the root of what truly drives ...
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