Data, as they say, is the new oil. We’re all focused on getting our data skills up to date, and so we should be. Doubt is undoubtedly less cool than data. It doesn’t visualize well or sound authoritative in meetings. In combination, though, doubt and data can make for stronger brands.
This isn’t about false balance. Data, science, and investigation have produced work that cannot and should not be doubted. There are not two equal sides to every story – just look at the coronavirus debacle in the U.S., where sensible science has been countered by baseless mistrust. That’s not to say there isn’t room for doubt in most stories, for testing and replicating experiments, checking the truth, gaining new perspectives, and ensuring we move past bias.