Commercial Strategy
Observation 009
· 2 min read
Most businesses do not have a data problem.
More dashboards add answers to questions nobody asked. The constraint is the decision, not the data.
One number
5
decisions: what a diagnostic should reduce the problem to
One mechanism
Data grows faster than the decisions it is meant to support, so teams spend more time reporting and less time choosing.
One decision
Start any diagnostic with the decision you are trying to make, not with a data request.
Nobody tells you what a diagnostic starts with. It is not a data request. It is a decision.
Then follow a single customer along one path: demand, customer, transaction, contribution, repeat, future demand. Where the path leaks, look closer.
What leaves the room is short: a value-leak map, a snapshot across acquisition, customers, basket, repeat and promotion, and the top five decisions, each with an owner, a measure and a note on what would change our mind.
Evidence · Method · Customer Value Architecture™