I've come to the conclusion that when you spend a lot of time in the customer intelligence (CI) space, you become spoiled. You expect a certain amount of customer information to be readily available and accessible in order to make key decisions and investments. Recently, I've discovered that this is not always the case. Since starting my own record label, Burn and Shiver Records, I feel like I'm in the dark ages with no information. This experience has reinforced for me some of the basic powers of CI that many people probably don't take advantage of, even though they are lucky enough to have access to key information. These include:

The deficit is threefold for me and Burn and Shiver. One, Burn and Shiver is a new record company with no historical data. Two, the company is releasing a record from a new artist who does not have any historical information. Three, the company cannot afford the right tools even if we had the information.

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