Inherently, data is a collection of the past. It is a summation of events that have already happened. We use data to help predict the future but data is inherently about what has come before. Can data then, be innovative?
I began thinking about this question after reading a post from Fast Company Design entitled, To Innovate, You Have to Stop Being a Slave to Data. The article talked about how companies are more and more using customer data as they develop new products and since people are inherently averse to change you can’t actually create anything new. I believe it was Steve Jobs who was the mindset that you shouldn’t ask customers what they want when developing a new product but should create something that they don’t realize they want. I think that is a good idea to think about when innovating.
So how can data play a part in innovation? First, I think data helps organizations understand their current reality. They can see what is currently resonating with consumers and what is not. Second, data can help predict what tomorrow might look like, thus helping innovators know what might be around the next corner.
At the end of the day though, I think data cannot produce innovation. I think it can play a huge role in the process of innovation but it is not at the steering wheel creating the next great product, idea, or organization. It cannot be ignored but you must also understand that it is fundamentally a relic of past events which is not always a good indicator of the future.
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