Many experts, media and data analysts were utterly shocked by the results of the US election. They learned that data can convey one thing, but people can behave in a completely different way in reality. Data can’t detect feelings and emotions. That’s a face to face, human to human job.
“In tech, we need scale, so we look at the world through the lens of aggregate metrics like page views, active users and even revenue,” Danielle Morrill, the chief executive of a start-up called Mattermark, wrote in an email. “But that doesn’t mean we understand the people on the other side of the screen as individuals. That’s the danger, and the opportunity.”
The above quote is taken from a New York Times article and perfectly captures the ‘danger and opportunity’ of not regarding people as individuals, but rather as target segments for whatever product, service or idea we want to push. It’s not an effective strategy. Whether in politics or business, the key to success is to get to know people and their unique characteristics, and serve them accordingly.