CURT NICKISCH: Welcome to the HBR IdeaCast from Harvard Business Review. I’m Curt Nickisch.
You’re a business owner and you’re interested in reaching out to new customers. You know that data is important. I mean, that’s clear, right? So you put out a survey into the field asking what kinds of products your ideal customers are looking for. You get that data back and you have a clear decision made for you as to which direction to go. You develop and sell that new product with a big marketing push behind it and it flops. But how can the data be wrong? It was so…
