Research is simply systematic inquiry: Think of a question, Gather evidence, Consider what it means.
Repeat until sufficient confidence is reached. This is the basic process no matter what method you are using. It could take 5 minutes or 5 years. The more substantial the decision, the greater the standard of confidence required.
Research is better when the standard is “find useful answer” not “look smart in front of others”.
The reward is that when everyone is working from clear goals and good information—the same good information—everything goes faster, feels more meaningful, and has a much higher chance of success.
As long as you treat research as a special, inessential activity, you will never find the time for it.
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Without research, organizations would be left shooting from the hip into the dark.
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