Lived experience is data too

Organizations have never had more data. Across almost every point in the customer journey, we can measure behavior with remarkable precision. Data is extraordinarily good at explaining the “what.” It is often much less good at explaining the “why.” That “why” often sits in lived experience: the knowledge that comes from experiencing a product, service, or situation, including what matters, how it feels, and what conventional measures may fail to capture. I first learned to focus on that ki...