Follow the Data, Not Feelings: Choo Ann NGOH on Business Decision-Making

In a recent LinkedIn post, Choo Ann NGOH shares a relatable anecdote to illustrate a critical point for business leaders: the importance of relying on data over gut feelings when making strategic decisions. Using the playful scenario of a “crime scene” involving chewed birthday candles, Choo Ann NGOH draws a direct parallel to common pitfalls in business strategy.

The ‘Crime Scene’ Analogy for Business Insights

Choo Ann NGOH begins by describing a domestic discovery that mirrors a business challenge. “I found evidence of a crime,” the post reads, detailing a “trail of bitten candles and chewed cardboard” leading to an obvious culprit. This lighthearted setup serves as a springboard for a more serious discussion about how evidence, much like in a detective case, often speaks for itself. Choo Ann NGOH uses this to emphasize that in business, the data should be the primary guide.

“The evidence spoke for itself”

This core message is then applied to the boardroom. Choo Ann NGOH points out that during meetings, subjective opinions and theories often surface. However, the post stresses that these should be secondary to empirical evidence.

Data Over ‘Feelings’ in Business Strategy

The central argument presented by Choo Ann NGOH is a call to action for entrepreneurs and business professionals to prioritize objective data. The post critiques the reliance on personal intuition or “feelings” when making significant business choices. Instead, Choo Ann NGOH advocates for a data-driven approach, which involves analyzing “actual user behavior, pre and post sales feedback / questions etc.” This contrasts sharply with decisions based on statements like, “I feel this would work” or “I feel that would work.”

Choo Ann NGOH further elaborates on this by posing a rhetorical question that challenges a common business fallacy:

“But but but will you blame market conditions when the evidence says otherwise?🤷‍♂️”

This highlights the danger of ignoring clear market signals, such as a shift in customer preference towards affordability, in favor of a preconceived notion that the market will move towards premium products. Choo Ann NGOH suggests that such decisions are akin to ignoring the obvious suspect in the birthday candle case.

The Malaysian Entrepreneurial Context

Directly addressing fellow Malaysian entrepreneurs, Choo Ann NGOH poses a crucial question about their decision-making process. “When things go wrong, do you rely on ‘feelings’ or do you follow evidence (or data)?” This question invites introspection and encourages a critical evaluation of current business practices. The post concludes with an open invitation for readers to share their own “detective (or data) stories,” fostering a community dialogue around evidence-based strategy.

In essence, Choo Ann NGOH’s post serves as a valuable reminder for business leaders to remain grounded in facts and figures, ensuring that strategic direction is guided by robust analysis rather than subjective sentiment.