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Jeff Bezos has an insightful rule: “When the data and the anecdotes disagree, the anecdotes are usually right.” This doesn’t mean disregarding data, but instead using it as a signal to dive deeper. If something feels off despite the numbers looking fine, it’s worth investigating what might be missing.
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Real-Life Example from Amazon
Bezos recalls a telling example at Amazon. The metrics showed that customer wait times for phone support were under 60 seconds, yet complaints about long waits continued to roll in. Curious, Bezos decided to test it himself. During a meeting, he dialed the customer service number and waited in silence—10 minutes went by! Clearly, the data didn’t align with the reality customers were facing.
Finding the Right Metrics
The lesson? If customers are sharing experiences that conflict with what the data says, it's not always a matter of incorrect measurement—sometimes, you're simply tracking the wrong thing. For Bezos, anecdotes became a powerful tool to question assumptions and get a better understanding of what really matters to customers.
Conclusion: Use Both
Bezos emphasizes the importance of balancing data with real-world experiences. Both are valuable, but when they clash, anecdotes might be your first clue that you’re not looking at the full picture. It’s about refining what you measure to better serve your customers.
Listen to Jeff Bezos:
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