"Little Data" Matters, Too

Back when I was working at the advertising agency JWT, one of our clients–a U.S. Marine Corps colonel–said something that has stuck with me ever since. "Look," he said, "if I’m on a battlefield trying to defend a hill and I get a piece of intelligence, even if I’m not 100 percent sure that it’s accurate, I will make decisions based on that intelligence." His point was that it’s better to have some information than none–and that you’d be a fool to disregard it just because it fell short of being definitive.

David Meer

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