ATTACKER'S ADVANTAGE
Seizing the attacker's advantage is not the same thing as seeking new ways to use your core competencies. Rather, it is a process that start with this central question: What new developments can I take advantage of to create a new need or give the customer or consumer a more compelling experience. Two things will greatly improve your ability to find a path through uncertainty: a sharp focus on the end-to-end experience of the customer or consumer and a working knowledge of digitization and analytics. Transitioning to a new path poses special challenges, but you can't let them stop you from defining where you need to go. Going on the offense is no longer optional, for one simple reason: defense alone means a shrinking business, Big data and algorithms can't completely replace an intuitive feel for the customer or consumer which top leaders lack. Big data can segregate buying behaviors, but can not show you have to segment markets, and which ones to attack. The