Why Imagination Beats Data in Business Innovation

In today’s data-driven world, it’s tempting to believe that more information leads to better decisions. Yet, creating great choices requires imagination more than data. Science excels at explaining natural laws—what cannot be otherwise. But business unfolds in the realm of possibility, shaped by human choices and creativity.

Consider how a bottling company innovated by reordering steps in its process, defying established data about manufacturing. This leap came from imagining new possibilities rather than analyzing existing facts.

Data is evidence, not logic. Many successful innovations had no prior data predicting their success. Imagination allows leaders to unframe the status quo, craft new narratives, and use metaphors to make unfamiliar ideas accessible.

For example, framing a merger as building a thriving city inspired employees to embrace change positively. Prototyping and iterative testing generate new data, blending creativity with evidence.

Balancing imagination and data empowers leaders to navigate uncertainty and drive transformative change.

Next, we’ll explore how culture shapes organizations and why changing it requires shifting interpersonal dynamics.

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