The text discusses the importance of using data science to inform business decisions, particularly when launching a new product or service. It highlights three main pillars of data that need to be gathered: industry saturation, sentiment analysis, and customer research. Industry saturation involves identifying the number of competitors in the market and analyzing their strengths and weaknesses. Sentiment analysis involves collecting reviews and feedback from customers to understand their opinions and pain points. Customer research involves gathering demographic information about potential customers to identify target audiences. The text also provides several methods for data discovery, including using Facebook Viewpoints, Google Ads research, physically scouting out locations, poll online networks, and analyzing online forums and product reviews. By applying these principles, small business owners can gather valuable insights to make informed decisions about their products or services.