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The Corporate Odyssey: A Tale of Guide Books and Personal Tour Guides

27th April 2023. This is the first in a series of short thought-pieces on how more brands can put audiences at the heart of strategy.

Think of companies as embarking on a journey to achieve their strategic objectives. They require reliable navigation tools to reach their desired destinations. They have relied on traditional research, insight and analytics, akin to guidebooks, for years. We've built hundreds of such 'guidebooks' and seen them lead artists, brands and companies to tremendous success. However, a new breed of AI-powered analytics offers navigation assistance that's more like a personal tour guide. Brands should harness the strengths of both types of analytics to ensure a successful journey. Guidebooks (traditional insight and analytics), have been a staple for business leaders in planning strategies. They provide valuable insights into market trends, competitive analysis, and potential opportunities. These guidebooks offer a general overview, presenting "one-size-fits-all" presentations, reports or dashboards that, when done well, lay out a comprehensive roadmap for decision-making. However, they don't usually cater to individual decision-makers' situations, needs, preferences, and context. Enter the personal tour guide, an AI-powered analytics tool (think ChatGPT, but for your data!) designed to understand each decision-makers' specific context, goals, and challenges, adapting its advice accordingly. In the moment. It's like having a knowledgeable and experienced companion by your side, ready to offer guidance, support, and advice based on your unique situation. Just ask. Personal tour guides are better than guidebooks in many ways - they can suggest alternative routes, help you think through new paths, and share experiences throughout the journey. In contrast to the guidebook's fixed way of delivering data, the personal tour guide offers a more adaptable and personalized approach, making it an indispensable resource in the corporate world. Guidebooks are still as important as ever, of course. To illustrate the complementary nature of both analytics types, imagine the guidebook providing a coherent overall picture of the market and the right overall brand strategy, while the personal tour guide helps leaders identify which market trends are most relevant to their specific situation. Businesses absolutely need both. We believe in a balanced approach that incorporates both guidebooks and personal tour guides. By understanding the strengths and limitations of each, you can leverage their complementary features. By embracing the power of AI-powered analytics, companies can reap the benefits of having a personal tour guide alongside their trusted guidebooks, ensuring a more successful and fulfilling expedition towards their strategic objectives. The future of corporate decision-making is here, and it's time to embark on a new chapter in the grand adventure of business strategy.

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