Companies have a tendency to compete on the basis of their core competencies rather than on the basis of those attributes that really distinguish them in the eyes of their customers. Core competencies seem to be a safe approach but are not the best route to business success. Your focus should be ‘outwards-in’ rather than ‘inwards-out’.
For decades, it has been difficult to climb the intelligence pyramid from data, information, and knowledge to intelligence towards courses of action. A second point is that most of us tend to stick to the short-term operational and tactical level, because most managers are not aware of the strategic direction of the company. Peter Drucker stated that strategy is the most difficult thing in business because it means making choices that differentiate us from the competition. A third aspect is that data and information management in most organizations is generally poor!! Why is this?