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Explore strategy, markets, and business perspectives.
A Reassessment Proves Little Unless the Expected Result Was Written Down First
Repeating a brand assessment only helps if leadership knows what the second reading is meant to show. Writing down the expected movement, its timing and the benchmark's own movement turns reassessment into a test of whether an intervention worked.
A Passing Score Can Still Be a Failing Decision: The Hidden Risk in Weighted Category Scoring
A category can score well and still be a bad bet. Weighted scoring models hide fatal weaknesses behind strong averages — and executives who don't look past the total number are the ones who find out too late.
The Factor That Looks Smallest on Paper Can Matter Most at Launch
Market size and growth often dominate research, but less prominent factors can determine whether a market is actually ready for entry. Learn how to identify the assumptions and requirements that could have the greatest impact on execution.
A Market Assessment Has a Shelf Life
Market conditions change, especially regulation and competitive activity. A decision built on outdated evidence can create problems during execution. Learn why market assessments need to be dated, monitored, and revisited.
An Assumption Is Not a Finding
A market recommendation can appear fully evidence-based while one unverified assumption quietly shapes the conclusion. Learn how to identify assumptions that could change the decision—and where further research matters most.
The Assumption That Looked Like a Finding
Market decisions often rest on a few facts nobody actually verified, entered reasonably because time was short. The risk is not the assumption. It is when it sits beside real evidence looking identical, so no one can tell which conclusions are solid and which are educated guesses.