Management- It's Not What You Think! by unknow

Author:unknow
Language: eng
Format: epub
ISBN: 9780273748816
Publisher: Pearson Education Limited
Published: 2013-07-09T04:00:00+00:00

Of course, soft information can be speculative, and distorted too. But what marketing manager faced with a choice between today’s rumor that a major customer was seen lunching with a competitor and tomorrow’s fact that the business was lost would hesitate to act on the former? Moreover, a single story from one disgruntled customer may be worth more than all those reams of market research data simply because, while the latter may identify a problem, it is the former that can suggest the solution. Overall, in our opinion, while hard data may inform the intellect, it is largely soft data that builds wisdom.

Adapted with the permission of The Free Press, a Division of Simon & Schuster, Inc., from The Rise and Fall of Strategic Planning by Henry Mintzberg. Copyright © 1994 by Henry Mintzberg. All rights reserved.

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