At the core of Data Analytics’ premise is the assumption that the future is more likely to be similar to the present and the past.
In most cases, that is true.
But it’s much less likely to be so when we’re doing organizational or digital transformation.
In those cases where the future might be very different from the present and the past, a future won’t be created just by analyzing the past.
That’s exactly where the design practice offers: creating and shaping different futures, incrementally or radically, by creative exploration and problem solving.