Post by Debbie Richardson

I've been sitting with something Morten said in this episode of The Space Between. "Most businesses don't have a single source of truth. They have the same data living in four or five systems, none of them fully right." We talk endlessly about data-driven decisions. But what Morten unpacked, as a behavioural economist who's worked across 100+ organisations, is the thing nobody wants to say out loud or even start looking at. You can't make good decisions on bad data and most businesses are swimming in it. Through the episode he talks about a business who replaced their core business system. Board-approved. Totally reasonable. What followed was weeks of shutdown - production frozen, bills not going out, implementation costs quadrupled. They lost 25% of revenue. Because nobody had truly mapped what was underneath. His term for it is 'digital concrete' and it has stuck with me. For agencies, this could land differently. How often do we go into a client and find we can't deliver what we promised because the data underneath is spaghetti? We absorb it as a constraint. We work around it and we even add to it! What if we treated it as the opportunity? An agency that can walk into a client, diagnose their data architecture, helping them build a single source of truth isn't just a marketing supplier. Thanks Morten Wendelbo looking forward to working together on MSQ's data strategy. Ben Slater Seth Hawthorne #thespacebetween

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