When you think about how your business is run, what are the determining factors of your success? Is it your financial reports? Employee evaluations? What about your marketing hits and internal data? What do they tell you? Most importantly, what do you do with this information?
Jorn Lyseggen of Meltwater decided to evaluate this issue and wrote Outside Insight, which is a reversal of our usual tendencies. If we’re only concentrating on our own progress, how can we see the bigger picture? There is much more at stake than internal metrics and operational data. Lyseggen regards outside data (mostly online and free for the taking) as one of the largest blind spots in the business. Without it, success is merely guesswork.
For nearly twenty years, Lyseggen has been utilizing external data for businesses ranging from manufacturers and universities to Coca-Cola and the Vatican. The right outside information can prove invaluable to insiders if you know what to look for. With a book like Outside Insight, you can find out how to end up on the same path. You’ll make information work for you, not the other way around.
Here is the summary on Amazon:
“The world today is drowning in data. There is a treasure trove of valuable and underutilized insights that can be gleaned from information companies and people leave behind on the internet - our 'digital breadcrumbs' - from job postings to online news, social media, online ad spend, patent applications and more.
“As a result, we're at the cusp of a major shift in the way businesses are managed and governed - moving from a focus solely on lagging, internal data, toward analyses that also encompass industry-wide, external data to paint a more complete picture of a brand's opportunities and threats and uncover forward-looking insights, in real time. Tomorrow's most successful brands are already embracing Outside Insight, benefitting from an information advantage while their competition is left behind.
“Drawing on practical examples of transformative, data-led decisions made by brands like Apple, Facebook, Barack Obama and many more, in Outside Insight, Meltwater CEO Jorn Lyseggen illustrates the future of corporate decision-making and offers a detailed plan for business leaders to implement Outside Insight thinking into their company mindset and processes.”
