Strategists need to build on data about both their own organisation and also the outside world. The range of responses to the Covid-19 pandemic has highlighted the problems which arise from building strategies on inadequate data. The need is for reliable lagging data and also data on relevant future possibilities.   This Masterclass has three modules, and during each module,  delegates will have the opportunity to share with others in small groups.   The first module is about collecting data – how to set about this for internal data and external data.  The second is about the danger of assumptions and the importance of looking for evidence. This module will look at demographic change and there will be an opportunity in the breakout to discuss its impact on  your organisation.  This third module is based on Spiegelhalter’s work suggests five to-do’s to improve confidence in the data underpinning a strategy. We will describe a case study for each, and the small groups are an opportunity to share experience.  This Masterclass is an opportunity to explore with your peers the role of data in strategy formulation, and to improve the strategy in your organisation by improving the quality of the data underpinning it.  The Masterclass will be delivered by Patricia Lustig and Gill Ringland. Both have held senior strategy roles in major corporates and are experienced lecturers as well  as authors.