If You Want to Be Creative, Don’t Be Data Driven – Microsoft Design

medium.com

If you are a designer, engineer, or in any role that creates things, you probably hear a lot about “big data” and being “data driven.” The assumption is that data equals insight and direction. But does it? Data, any data, in any amount brings with it problems that make it very dangerous to rely on alone. 

Let’s consider a few of them: First, data is just information and alone does not represent objective reality. Next, whatever data you have is never, ever complete, and finally, getting more data does not necessarily mean more clarity.

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