Most organizations are drowning in data but starving for decisions. The result is analysis paralysis, where more data creates less decisive action.
Dr. Finith Jernigan, founder of Finith Capital, has spent over a decade using AI, simulation, and high-performance computing to solve complex problems in drug discovery and enterprise strategy. He has learned that data does not create strategy. Questions do. And organizations that start with data instead of decisions end up with information they cannot use.
“Have you ever looked at a dashboard full of data and thought, what decisions am I actually supposed to make from this?” Jernigan asks. “That’s the problem. Data doesn’t create strategy. Questions do.”
Don’t Start With Data. Start With Decisions.
The biggest mistake organizations make is collecting data before defining what they need to decide. They build dashboards that track everything without clarifying what matters. They generate reports that document activity without revealing whether that activity drives outcomes. This creates the illusion of insight without the clarity required for action.
Before building dashboards, define what you are trying to decide and what success looks like. Only then does the right data matter. This shifts focus from collecting information to answering specific questions that shape strategic direction.
In one pharmaceutical project, Jernigan began with a single question: which drug candidates are most likely to succeed under future market conditions? That focus transformed scattered data into a clear strategic direction because every piece of information was evaluated based on whether it helped answer that question.
“That focus transforms scattered data into a clear strategic direction,” Jernigan explains. “When you start with the decision, you know exactly which data matters and which is just noise.”
Use Simulations, Not Static Reports
“Reports tell you what has already happened. Simulations show you what could happen,” says Jernigan. “At Silicon Therapeutics, simulation allowed us to test hundreds of drug designs virtually, saving years and millions. The same approach applies to customers, supply chains, and long-term planning.”
Simulation-driven strategy delivers measurable advantages. Organizations test strategic options before committing resources, reducing the cost of failed initiatives. They identify risks early by modeling scenarios that reveal vulnerabilities static reports miss. They make better decisions because they can see probable outcomes rather than guessing based on historical patterns that may no longer apply.
For example, simulation allows leaders to answer questions like: what happens to customer retention if we change the pricing structure? How does supply chain performance degrade under different disruption scenarios? Which market entry strategies have the highest probability of success given competitive responses?
These questions cannot be answered with backwards-looking reports. They require forward-looking models that show what is likely to happen under different conditions, enabling leaders to choose strategies based on probable futures rather than past performance.
Build Strategy Across Disciplines
The best strategies come from collaboration between data scientists, business leaders, and domain experts working together.
When these disciplines collaborate, data turns into action because insights are grounded in business reality and technical feasibility simultaneously. Without this collaboration, data science teams produce analyses that do not address real business problems, and business leaders make decisions without leveraging available data.
“The best strategies come from collaboration,” Jernigan explains. “Data scientists, business leaders, and domain experts working together. That’s how data turns into action.”
Data as Fuel for Decisive Leadership
Turning data into strategy is not about having more information. It is about asking better questions, modeling futures, and aligning teams.
“Data isn’t the destination. It’s the fuel for smart, decisive leadership,” Jernigan concludes. “Start with decisions, use simulations to see what could happen, and build strategy across disciplines. That’s how you transform data into action.”
Connect with Dr. Finith Jernigan on LinkedIn for insights on transforming data into actionable business strategy.
