Facts & figures

1. FACTS ANDFIGURES
COLLECTDATATODISPELMYTHS,DISCOVERSURPRISEOPPORTUNITIES
ANDSURFACEWEAKSIGNALS
1

2. WHEN NEEDED RATIONALE
FACTS AND FIGURES
Overthrows typical biases of others
based on insufficient or not
representative facts, or faulty pattern
completion
Facilitates opportunity sensing: allows
for sizing, analysis of causality, pattern
recognition, extrapolation into the
future
A sharp data representation
(infographic) can trigger many
entrepreneurial ideas
I am doubting
reliability of
assumptions
I want to
discover own
patterns, trends,
cycles
2

3. ESSENCE POINTERS
FACTS AND FIGURES
Collect data to
dispel myths,
discover surprise
opportunities and
surface weak
signals
When creating your own fact pack:
Make an issue tree to provide direction to the
research
Through research, compile 100 pages of rich data-
driven visuals from various sources
Make the pages easy to review, use infographics,
charts, tables, not paragraphs of text
Look for data that allows free interpretation, e.g.
consumer blogs instead of consumer research
When using the fact pack:
Browse through the data with a keen eye for weak
signals, contractions and surprises (“smell the rat”)
E.g. the highest level office vacancy (30-35%) is
concentrated at the perimeter of Amsterdam while
the city centre only has 8% vacancy
Draw inferences from your findings, to
avoid ‘analysis paralysis’ and capture the
most surprising insights
3