Creating data-driven, human-centred culture

21st century businesses must strive to create a data culture where data supports how they make key decisions and bring value to their target communities


Successful businesses and organisations face countless important interactions and decisions. Efficient data strategy helps you pick the right tools to provide true value to your target community.


Impactful solutions should complement the lives of the target audience. Accountble data strategy helps create informed solutions that support and improve ecosystems and individuals.


Social responsibility is a vital to modern, ethical business and organisational culture. Responsible data strategy helps inform your business of the roles it assumes when providing a solution.


How have you worked towards building your data culture?

Many founders and key-decison makers don’t see data culture as a necessary investment of their resources when making a purpose-driven business. This mentality makes it harder for them to create efficient and ethical decisions with their data strategy resulting in loss of potential value and impact. 


Data Culture vs Data Strategy

Data Culture

Your habits, mindset, and commitment to evidence-based decision for you and your business. It basically helps you develop your identity and purpose as a business and how you challenge and grow.

Data Strategy

According to MIT CISR, “a central, integrated concept that articulates how data will enable and inspire business strategy.” It’s basically the foundation for your major actions and decisions.


The Benefits of Building a Business Data Culture


Create self-belief and confidence in how you make strategic decisions.


Develop benchmarks that show progress towards your chosen purpose.


Challenge yourself, work with others, and listen to your target community more effectively.


Generate and discover data that proves the value you bring to your target community.


Previous experience has identified three main stages where you change your goals in your relationship with data: Starter, Realiser, and Adapter. Which best describes where you are with your business?


Starters (Seeking Validation)

Starters are early stage founders looking for validation of their venture, how to position it, and for whom, before making any big investments of time or money. These people benefit from intro sessions, workbooks, and courses.

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Realisers (Seeking Growth)

Realisers are concerned with getting all the fundamentals in place for successful scaling in marketing, design, investment, and sutainable income. These people benefit from workshops and strategic advising sessions.

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Adapters (Seeking Innovation)

Adapters have a business running just fine but believe they can be more innovative or effecient with data they don’t know how to use. These people benefit from guided, bespoke projects.

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About Me

Daniel Akinola-Odusola


With an academic background in cognitive science and neuroimaging and a professional background in STEM education, marketing, and human analytics, Daniel created Daotive Thinking to making systemic and evidence based thinking accessible.

Interested in understanding your relationship with data? 
Let’s chat

Client Testimonials

Here’s what our clients say:

Kind of like brand therapy!

That was brilliant. Really positive. [The values session is] a great way to learn how to avoid people where it won’t get on from the beginning.


Bunter Casting

It’s cool!

You can never underestimate the value of brand frameworks. This feels slightly different to brand frameworks in the past because it has other practical elements of marketing.



An objective view to remove bias and ensure that the full character of our business is being represented in a seamless brand experience, without an individual having to “sell.”


Centric Lab


Get in touch if you have any questions!