The Role of External Data and Feedback in the Process

William Bennett: The one thing the outside gives you that the inside doesn't is when you talk to people who didn't buy your product or who didn't like the service or has some issue with the company. So how do you then parse that feedback and say that, you know, internally, you have a maybe a more coherent view into your strategy? "It's amazing what you can get from casting a broad net," he says.