Pillar 8+1 - It's in the data!
In the spirit of giving more, here's a final pillar for innovation pioneers.
Finally, to make sure ideas do matter, you need to measure their effectiveness. You might have an intuitive feeling about what works, but when you build a measurable experiment and gather data on the results, you find out if your idea was right or not. But don’t stop at one experiment, as we encouraged you earlier to iterate often, the same applies to data. Look for new linkages and associations based on human behavior. Each new insight may prompt you to gather more information that is important, or you may find the information isn’t important. Either discovery is important. Once again, some failure is important and leads to more discovery. Innovation is often hard, detailed work resulting in some exciting outcomes. But it does take a bit of work and that's where many who try, fail.
Driving decisions on the facts of data enrich the experience for everyone. Today, our highly customized browsing experiences, it is driven by gathering data about what caught our attention and then displaying more of that kind of information until the browser sees we aren’t interested in that as much as something else. But all this experience is driven by data collected about what we have an interest in.
