The Streetlight Effect: Looking Where It's Easy

The Drunkard’s Search

We often look for answers where the data is easy to find, not where the truth is actually hiding.

• Scientists study what is measureable, not what is important.
• Companies track “clicks” because they are easy, not “customer love” because it is hard.

Data Blindness

Just because you can measure it, doesn’t mean it matters. And just because you can’t measure it, doesn’t mean it doesn’t matter. Don’t let the availability of data dictate your strategy. Sometimes you have to search in the dark.