A Multi-Lens Approach to Data Strategy: From Linear to Design to Systems Thinking

In the rapidly evolving world of data-driven decision-making, crafting a sound data strategy requires more than just collecting numbers. Depending on the perspective you adopt, you could approach data from very different angles — each contributing uniquely to the broader strategy.

1. Linear Thinker: Focusing on Immediate Needs A linear thinker, when tasked with data strategy, will focus on the most immediate requirements. They will be driven by specific asks from stakeholders or business partners, aiming to answer direct, quantifiable questions. For example, “How are total sales or demand performing compared to expectations?” or “What is the market share for this brand compared to last year?” Their approach tends to be tactical — focusing on acquiring the necessary data (E. Claims/lab datasets) to meet short-term business goals.

Linear thinkers excel in breaking problems into smaller, more manageable parts. However, their perspective may miss the larger context or longer-term opportunities, as they prioritize immediate demands.

2. Design Thinker: A Holistic Understanding of the Problem A design thinker, on the other hand, looks beyond the immediate data request. They ask deeper questions to understand the strategic imperatives behind the data needs. Questions like:

• “What factors are driving the growth or decline in demand for this brand?”
• “What is the size of the market opportunity in different therapeutic areas?”
• “How does this brand compare in market share against competitors?” They approach data from the perspective of users and business stakeholders, focusing on what insights are needed to address broader business challenges and drive value. By asking these key business questions, design thinkers ensure that data is aligned with the company’s strategic goals and long-term vision.

3. Systems Thinker: Connecting the Dots Across the Ecosystem The systems thinker takes a more interconnected approach to data strategy. They look at the entire lifecycle of the patient, healthcare provider (HCP), and brand. Instead of focusing solely on isolated data points, systems thinkers take into account the broader ecosystem — brand/product roadmap, healthcare landscape, market dynamics, competitive shifts, and even data vendor ecosystems. They will consider how data flows across different stakeholders(HCPs/Patients) and touchpoints, identifying opportunities for future-proofing the data strategy. For instance:

• “How do changes in the competitive landscape affect patient demand?”
• “What long-term trends in the healthcare ecosystem could impact the business?”
• “How can we design a connected, end-to-end data strategy that accommodates future market shifts?”

Systems thinkers excel at identifying the long-term implications of decisions, ensuring that data strategies are not just responsive but also adaptable to future changes.

Bringing It All Together In the complex world of data strategy, no single approach is sufficient. The linear thinker’s focus on short-term needs, the design thinker’s attention to user-centered goals, and the systems thinker’s focus on the interconnectedness of data all complement each other. To build a robust data strategy, it’s essential to blend these perspectives — tapping into each thinker’s strengths while mitigating their limitations.

• The linear thinker keeps the data strategy grounded in immediate, actionable insights.
• The design thinker ensures that data supports strategic imperatives and long-term business goals.
• The systems thinker connects the dots across the entire data ecosystem, ensuring sustainability and adaptability.

Together, these approaches create a more comprehensive, balanced, and future-proof data strategy, one that can drive business success today while preparing for the challenges and opportunities of tomorrow.

In today’s rapidly evolving business environment, reimagining data strategy through multiple lenses — linear, design, and systems thinking — has become crucial. As organizations strive for competitive advantage, the ability to adapt and align data strategy with both immediate needs and long-term goals is a key differentiator.

So, I ask you: Are you currently following an innovative, multi-perspective approach to your data strategy? What gaps might exist in your organization’s strategy, and how might embracing a more holistic, interconnected view help you stay ahead of the curve?

Author: Gunjan Aggarwal is a strategic leader and avid reader with over 20 years of experience driving data strategy, analytics, and digital innovation across industries such as pharma, retail, banking, insurance, and consulting. She specializes in transforming complex data into actionable insights that align with strategic business goals. With her diverse background, Gunjan brings a unique cross-pollination of ideas, enabling her to craft innovative, future-proof data and analytics strategies that drive business success.