Make forecast models out of past results

[pioneer]

The Business Genome Approach: Finding Your Next Competitive Advantage by Andrea Kates

“You have the wrong tools. And you use them the wrong way. It isn’t your fault. You were taught, as we all were, to make forecast models out of past results. … But, now, the rules have changed: our game plans have gone public, and whoever knows what the customer will do next wins.”