The limits of “data-driven”
Bookmarked Nike’s $25B blunder shows us the limits of “data-driven” | by Pavel Samsonov | Jul, 2024 | UX Collective by Pavel Samsonov.
And this is where the trouble starts. Nike’s incestuous strategy was bringing in data on existing customers — those whose behavior didn’t need changing.
Data should come with "handle with care" warning labels.
Also, the fact that this tragedy of a business decision was implemented based on advice from business theory driven consultants from McKinsey should serve as its own warning. Outsider advantage can be real, but external consultants often fail to understand the full extent of what it is that _actually _makes your business succesful.