Great ideas take time to establish themselves. According to Seth Godin in this excellent new book, ‘This is Marketing’, it is because the best ideas require significant change. They fly in the face of the status quo and inertia is very powerful.
Great ideas create a lot of noise and distrust. He says “Change is risky and that’s why some companies want others to go first to test the water.”
Smart companies use intelligence to reduce uncertainty and the consequences of risk allowing you to have a clear head to make better decisions. Intelligence can also determine how successful your great idea could be before committing millions and risking brand and reputation. Intelligence tells it how it is and provides a bedrock of certainty upon which to build decision making and future proofing strategies.