Let’s go for look for it!
Not in there!
Not down there either! Where could it be?
Is it under there? No!
Oh for fucks sake. Concentrate!
Data walks through your door every day in the form of your customers. There’s no need for a treasure hunt through databases. Just go to where people work. That’s where you’ll find your customers and chances are, it’s not far from your desk. Don’t stick your head down the toilet trying to see what’s round the U-bend. It’s not there. The data that matters doesn’t hide from you, it pounds on your door desperate to tell you what’s up. All you have to do is listen.
Go and listen to the customers walking through your door. Listen to what they want, what matters to them. There’s your data.
Listening to demand is where you start, don’t design a customer survey. Demand data tells you the problem you really should be trying to solve before you start to solve some other problem you’ve thought up.
It’s like what your teachers always used to say, read the exam question before starting to write the answer, if you don’t you’ll answer the question that you’d like to answer, not the actual question. Use the data walking through your door to find out the question you should be asking. And you always do that by going to the work. That is where your data is.