Top executives are often not convinced that business intelligence (BI) is a must-have capability that directly impacts their businesses. The problem is that most executives believe BI stops with pixels on the screen or with beeps on the pager. Further, many BI professionals believe that the BI job is finished when the right information is delivered to the right person at the right time – or some similar paraphrase.

The fallacy is that information itself is pure overhead, delivering no value to the business. Information can only benefit the business when some action changes the course of some business process. To have value, information must improve your products, enhance interactions with customers or have similar impacts.

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