“When changing times demand a really big shift in strategy, this inside view turns out to be even more of a problem. It’s an inside view of the wrong world, and you are caught blindsided. Rather than an ever-more-precise inside view, strategy needs an “outside view,” where data about the thousands of other experiences by other executives and their companies in other strategy rooms are brought into your own strategy room to shape the discussion. Why benchmark just your operational KPIs when you could have an equally compelling, objective reference point for your strategy? Why not calibrate how good your strategy really is against a broad set of comparative data?”