What does not knowing mean for a company? This question gets to the heart of information and its value to the enterprise. Not knowing the right information prevents executives and managers from gaining insight into the business and making informed decisions that increase revenues, contain costs and initiate new business opportunities. When companies get real, bottom-line value from their information assets, they find new insights about customers, products and business operations and act on them to improve business performance. Companies gain a competitive advantage when their executives don't accept not knowing as a reason for not finding out.

Most executives and managers feel burdened by too much information, yet the real problem isn't wrestling with the volumes of information that besiege us; it is finding information we can use to improve business performance when that information is hard to find.

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