The late Nobel Prize-winning nuclear physicist Richard Feynman learned a valuable lesson as a child. His father showed him a picture of a bird species and told Feynman its name in several languages - all uniquely different. Then his father noted that regardless of the bird's various names, it did not in any way affect the reality of the bird's existence or its physical features. The lesson for Feynman was that no matter what name people use for something, it does not alter what that something is. We can apply that lesson to the confusion today about the difference between mainstream business intelligence (BI) and performance management (PM).1

Are BI and PM different words for a species of bird or two different birds ... or animals? Is BI part of PM? Or is PM part of BI?

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