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Alex Martin and Tim Banks reveal how digital innovation can involve trusting your gut and paring things back to essentials
1. Focus on the big idea
"Data can drive you in certain directions, but it won't show you if there's a big idea," says Tim Banks. "if you want to change something radically, it's hard to have data to hand beforehand. Sometimes you need to do more testing afterwards, to go, 'You've had this hypothesis, let's actually test it and see if it works in a real environment.'"
2. Don't lean too hard on research
The classic quote...