It was interesting to read first about Unilever’s Consumer and Market Insights Group (CMI), and then Christensen’s comments that most companies spend too much time and money compiling data-rich models that make them masters of description but failures at prediction. Let us explain. Organizations now know more about their customers than ever before. Big-data analytics can provide an enormous variety and volume of customer information at unprecedented speed. Almost all companies have established structured, disciplined innovation processes and have brought in highly-skilled talent to run them. Structure is created to show correlations.