People are not made up of
digits in form of data. 
We are Humans.
Equally rational as irrational. Predictable as full of surprises.
Driven by our emotions, senses
and culture.
It's quite messy –
but at the same time much
more interesting and rewarding.
Especially if you get it.
Got it?

"Culture eats strategy for breakfast."

                                                 Peter Drucker