Explaining the Importance of Information to a Company

A bit of what concerns me about society, our economy, is that this topic isn’t FAR more discussed.

HOW you explain the importance of information to a company is actually really simple, in my experience. You SHOW how information will impact the business.

I simply do this…

And then I ask…

What caused what happened at the first arrow?

What happened where the second arrow is pointing?

Overwhelmingly most of the time, companies have no answers.

I get dumbfounded looks.

And in turn, I can be a bit of a jerk… talking to the founder or executives of startups and companies, “what do you mean you don’t know?? How can you make any ethical or informed decisions about the business when all you can say to that is you don’t know?!?”

Too many consultants, articles, advisors, and even employees, get bogged down in trying to explain to a company the value of research, customer discovery, competitive analysis, interviews, surveys, etc. What you’re understandably asking is how we make companies appreciate why all that stuff matters.

The problem with focusing on things to do or investments that would have to be made to get the…