Creative data mining enables us to produce privileged insights and finely calibrate strategies that we know work; these are not simply theoretical claims backed by a few cases but rather statistically valid ones based on large-sample learnings from nearly 100 years of experience.

Uncertain times demand bold responses, yet many large corporations tend toward timidity and inertia. To be successful, companies must make bold moves to unlock new sources of growth. Making the right moves involves using granular analysis to choose the right submarkets, and upending the traditional approach to planning by reallocating resources—people, money, and management—to new areas.

Great strategy moves beyond analysis into an immersive journey where teams grapple with the issues, integrate a range of perspectives, and explode their own myths. This process can be challenging, but it creates the deep conviction people need if they are to commit to a bold new direction.