FACTS AND FIGURESCOLLECT DATA TO DISPEL MYTHS, DISCOVER SURPRISE OPPORTUNITIES AND SURFACE WEAK SIGNALS

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WHEN NEEDED RATIONALE

FACTS AND FIGURES

Overthrows typical biases of others

based on insufficient or not

representative facts, or faulty pattern

completion

Facilitates opportunity sensing: allows

for sizing, analysis of causality, pattern

recognition, extrapolation into the

future

A sharp data representation

(infographic) can trigger many

entrepreneurial ideas

I am doubting

reliability of

assumptions

I want to

discover own

patterns, trends,

cycles

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ESSENCE POINTERS

FACTS AND FIGURES

Collect data to

dispel myths,

discover surprise

opportunities and

surface weak

signals

When creating your own fact pack: Make an issue tree to provide direction to the research

Through research, compile 100 pages of rich data-driven visuals from various sources

Make the pages easy to review, use infographics, charts, tables, not paragraphs of text

Look for data that allows free interpretation, e.g.consumer blogs instead of consumer research

When using the fact pack: Browse through the data with a keen eye for weak signals, contractions and surprises (“smell the rat”)

E.g. the highest level office vacancy (30-35%) is concentrated at the perimeter of Amsterdam while the city centre only has 8% vacancy

Draw inferences from your findings, to avoid ‘analysis paralysis’ and capture the most surprising insights

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