Ever been told you have to be DATA DRIVEN? I've really had enough of hearing people repeating the same mantra over and over again. You know, the one telling you: "You MUST be data driven!". Everywhere I look there's someone else telling marketers to focus all their energy and time on numbers and statistics. THIS is why so many businesses are failing. Because all they see is numbers, graphs and budgets. They completely forgot there's people behind those screens.