The Data-Informed Manifesto

We believe that being data-informed comes down to internalizing a set of values. These are simple, few, yet exceedingly powerful:

1. Conviction around a purpose  rather than searching for meaning in numbers


2. Setting verifiable goals  rather than vague aspirations


3. Company-wide familiarity with metrics  rather than outsourcing to “data peo

Yet many of us who have tried to use data to inform decisions in organizations have experienced a different reality. One where we are constantly confused by how metrics are defined, bicker over how to interpret various analyses, and struggle to apply the insights into action.