Yet, it never ceases to amaze me how often business decisions are made in what can only be described as a dim-light of knowledge, compared with the incredible potential to throw a spotlight on any almost any question. It is so important to understand in-depth; customers - what do they think and why do they do what they do, markets - what are the trends and how does your offering fit in and then competitors - what do they do really well?

Better knowledge means better business management and strategic decision-making. Never in the history of the human-race has there been so much information right at our finger-tips. Of course, it only becomes knowledge when someone absorbs it, digests it and gives it meaning.

So what's the reason for decision-making with a shaky base of knowledge? Well it seems to be a mixture of; 1. not even realising that there's more to know, 2. not knowing what to ask or where to find specific information and 3 the most dangerous of all, is 'the already know everything myth'!

Knowledge is right at the starting point of our business makeovers, i.e. the development of marketing strategy and branding and building a solid operational foundation, so actually, being a fount of all questions is even more powerful than being a naive fount of all knowledge!