What's deeper than data-based decision-making?

Data is all the rage these days. It feels like a massive victory for left-brained logic. I mean, it's hard to argue with the data, isn't it? I've tried. It's hard.

I'm not against data. It's helpful, informative, and these days we have access to lots of it. We certainly should use it. But decisions made only on data can be narrow and short-term. And some decisions should be made on more lasting and more deeply held stuff. Like values.

Why? Because what if the data says x, but our values say y? We should care and consider if the data is in line with who we are and what's important to us. Does it complement or contradict how we regard our customers, and what we see as our place in their lives and in the world? These values are more permanent, whereas the data may be different next year. Do we change our decisions next year as well?

It's like going out to eat. The menu is the data. It's the information you have in front of you at that time. It tells you what's available then and there. But what you choose to eat, and which restaurant you choose to go to, will be guided by bigger and more personal values. Are you vegetarian? Do you prefer to eat organic, or locally sourced? Do you try to avoid gluten?

I've seen people feel reassured and satisfied with their decisions because the data drove it and backed it up. But values or culture never came into the decision. And the next set of data didn't point in the same direction.

If values and beliefs underlie your decisions, they will be more true to who you are and more aligned with what you ultimately want to achieve. 

Data is the icing. But your values are the cake.