Detonate

CHAPTER 6Defy Expertise: Syndicated Data Create Zero Advantage

Steve's first meeting with a client was during his summer internship at a consulting firm in Toronto more than two decades ago. First business trip, first client meeting, first meeting with a chief executive – all wrapped up in one day.

Steve was working with a New York City–based diversified apparel company that wanted to understand the prospects for its various lines of business during the coming three years. What did the experts think? Steve's job was to help amass a variety of perspectives and analyze which parts of the business were well positioned and which parts weren't. Day after day, Steve had been picking up the phone to call different industry publications to ask for back issues and to interview their editors.

During the flight, Steve sat next to his boss, Peter, to rehearse how they'd walk through the presentation. Peter would deliver the presentation, but if he needed any backup on the sources of the data, he'd kick Steve under the table to speak.

The meeting took place in the CEO's office. The first several pages of the presentation included the update on the prospects for various components of the business – Steve's section. As Peter began to discuss page 3, the menswear slide, the CEO interrupted and said: “Are you sure? You've got the market growing at 3.1%, and I thought it was only supposed to grow at 2.5%.”

The kick came under the table.

Steve quickly opened his Mac Duo Dock laptop from his ...