"Data Not Drama. Start tracking data as early and as possible and use this information to make decisions. I know this seems simple, but it does take discipline to set up processes to track data. Early on in my business, I targeted a particular retail segment and was seeing some success, but when I looked at the data, I noticed another segment that had higher order values and revenue. I then shifted my focus and double downed on this other segment which really propelled my business. I would have never had any indicators to change course if I didn’t track and look at my data."