I never wanted to be a data guy - but the idea that we should shun rich, accurate and incredibly detailed information about how people respond to our work seems totally mental. Similarly, the blithe truism that the data “ can only tell you about the past ” is recited like a magical incantation that will protect pristine creativity from the evil forces of common sense. He said: 'Stay aligned with your core and do things that are unique that nobody else can offer” which is great advice, adding: “and screw the algorithm because you're just going to end up doing what everybody else does.' If the message you get from “the data” is to “be like everyone else”, you are, catastrophically and willfully, reading it wrong. Most recently it was Christopher Kimball of Milk Street on the People Vs Algorithms podcast - words I saw quoted liberally afterwards. I’ve written about this before, but it bears some serious repetition. I see, hear and read so many people disparaging data and the practice of paying attention to it in order that you might make better creative decisions.

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