Yes, decisions should be made with facts. But in reality, to those directly involved, they’re made with contextualized facts (with things like social signaling, time horizon, office politics, government politics, year-end bonus targets, making up for past mistakes, insecurities, etc).
The easiest way to answer the question “What should I do?” is usually to be guided by a story that makes sense to you. Not a statistic or pure facts, but a good tale.
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Conducting market research
Analyzing data to make informed decisions
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