I've seen hundreds of customer and competitive research documents, with pages upon pages of excellent data, qualitative feedback, facts, and figures. These documents are often presented to organizational leadership, who skim through the pages and pull out a few key questions on specific points for clarification and discussion. Those meetings always go well, with the executive team complimenting the thoroughness and value of the research, noting the time and effort put in, and everyone leaves on a proverbial high. We now have the information we need to develop a clear strategy - or do we?
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