What's the Compounding Value of Research?

customer focus organizations can really make strategic, research driven decisions often. But then there's other teams that are on the total opposite side, where they can't even get their research noticed or actioned by decision makers. What do you think contributes to this polarity? Yes, i think if we look at the last sot of 20 years. You can't really differentiate as much on execution. It's more about on positioning, branding, on your research, kind of like sit and whether you're building the right thing for the right people.