Q & A: Masterstart
Turning data into direction
Ashley Francis
Rob van den Wijngaard
‘ DATA AS A COMPASS’ AUTHORS ASHLEY FRANCIS AND ROB VAN DEN WIJNGAARD DISCUSS WHY ORGANISATIONS STAY STUCK IN REACTIVE REPORTING.
THEY ALSO SHOW HOW MASTERSTART’ S DATA-DRIVEN LEADERSHIP COURSE BRINGS THEIR PHILOSOPHY TO LIFE – HELPING LEADERS SHIFT FROM PASSIVE DATA USE TO REAL-TIME, INSIGHT-DRIVEN ACTION USING PRACTICAL TOOLS.
Why this book, this course, and why now?
AF: Most leaders use data to explain the past, but what if we reframed data as something active and forward-looking? In‘ Data as a Compass’, we challenge leaders to use data not just as a reflection, but as a guide that steers behavior and drives decision-making.
The book, Data as a Compass, and MasterStart ' s Data Driven Leadership course provide a practical roadmap for leaders to shift to proactive, insight-driven decision-making.
The book and course introduce the Cloverleaf Model as a key framework. What is it, and why is it so effective?
RVDW: Most organisations run projects in silos, especially IT projects, without integrating people, processes, or culture. The Cloverleaf Model challenges this. It’ s built on four essential components: people, processes, culture, and structure, all connected by a common purpose: the customer. When leaders embrace this model, they stop seeing transformation as a tech initiative and begin to view it as a full-system redesign. That’ s where real change happens.
How does the course help assess the true value of digital transformation?
AF: Digital transformation can easily become a buzzword-laden checkbox exercise. This course teaches leaders to assess digital transformation and initiatives through a value lens to drive purposeful transformation with insight, not just trend-following.
By embedding this method and ensuring that everyone in the organisation participates in and understands it, the course encourages leaders to create safe environments for experimentation and learning. We promote the mindset of‘ Think big, start small, learn fast’. is evolving. Whether it’ s aligning teams, transforming cultures, or navigating AI, they must be data-fluent, strategically curious, and emotionally intelligent. Data as a Compass is about equipping leaders to lead with intention, because data is not just about what we know, but where we’ re going.
What does the metaphor‘ data as a compass’ mean for leaders, and how is it brought to life in the course?
AF: Most leaders use data to explain the past, but what if we reframed data as something active and forward-looking? We empower leaders to use data not just as a reflection, but as a guide. Data then becomes a live, strategic tool that steers behaviour, drives decision-making, and builds confidence across the leadership team. With the right data in hand, leaders align more easily with strategy, act with clarity, and empower teams to move decisively.
What kind of impact can participants expect – personally and organisationally?
RVDW: At an individual level, leaders finish the course with:
• Sharper decision-making tools
• Greater confidence in engaging with data
• A clearer sense of purpose and impact
At an organisational level, benefits include:
• Stronger alignment between data, strategy, and people
• Faster learning cycles and improved responsiveness
• A more collaborative, empowered culture
It’ s not just capability building, it’ s culture shifting.
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So what’ s the ultimate takeaway for leaders today?
RVDW: Leaders can’ t afford to delegate data. The role of a leader
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