Today’s builders have data analytics skills that match their manual dexterity.

Sometimes you see things a hundred times or more before it hits you the image presented does not match the message it intended to convey.

Case in point: A common television ad of late for a fairly high-tech product. The message was about the quality that goes into “making” these devices. So far, so good. But the ad fades to a man decked in a flannel shirt, blue jeans and the obligatory well-groomed beard, eyeing with pride some woodworking project. I get it: Pride in workmanship. The skilled craftsman produces a fine item. The message and imagery are ageless. One problem, though: That’s not how it goes!

It’s been decades since I purchased an item that is not the result of vigorous, data-driven engineering, followed by a slew of process, manufacturing, quality, and even finance folks obsessed with the analyses, measurement, inspection and costing of every piece of anything that gets even close to the product. While I’d like to think some flannel-shirted woodworker hand-built a device, the reality is data, and more data, and a little data on top of that, are what it takes to turn a concept into a successful product.

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