ABSTRACT
As we have examined thus far, neither analysis nor intuition alone is suffi cient for strategic decision making. The challenge is to fi nd a way to balance intuition and analysis. We do not want to abandon metrics, but we do not want to be fooled by numbers either. We need to fi nd ways to use data effectively to support and correct our intuition, so that we can benefi t from both analysis and intuition as ways of interpreting strategic events.
