Nearly 6 in 10 executives are concerned that their products and
services are viewed as commodities, i.e., that their value is easily
replaceable by cheaper competitors
Just over half of executives believe that insufficient consumer insight is hindering their performance
This, frankly, scares me. It scares me because the word insight here is almost guaranteed to mean information. And when you walk into any company the last thing any of them really needs is more information. They've got literally tons of it locked up in cabinets and boxes in corridors, basements and storage facilities. And for the most part, it's the same raw information and observation masquerading as consumer insight that sits somewhere in their competitors. Surely what companies really need to do is look for new, important, interesting connections and patterns out of all the data they already have - be it consumer, competitive or cultural - and understand how this relates to their inner purpose, and how they can harness it. This is what makes companies interesting and useful. And today, this is what drives value.