The Business Genome Approach: Finding Your Next Competitive Advantage

"You have the wrong tools. And you use them the wrong way. It isn't your fault. You were taught, as we all were, to make forecast models out of past results. You were taught to look in the rear-view mirror. You were also taught to look straight ahead of you. If that competitor was in your line of sight, you had their number. That's how you knew you were staying ahead. They were good people that taught you these skills, great professors of the craft in business school, veteran managers and executives in your first, third, and twentieth job. But that was a different time. That was when we could see the future by looking back. Somehow, it made sense back then. But, now, the rules have changed: our game plans have gone public, and whoever knows what the customer will do next wins."