There’s never been a better time to know your market. Your customers leave a trail of digital breadcrumbs with every click, tweet, vote, like, share, check-in, and purchase, from the first time they hear about you until the day they leave you forever, whether they’re online or off. If you know how to collect those breadcrumbs, you have unprecedented insight into their needs, their quirks, and their lives. This insight is forever changing what it means to be a business leader. Once, a leader convinced others to act in the absence of information. But today, there’s simply too much information available. We don’t need to guess—we need to know where to focus.We need a disciplined approach to growth that identifies, quantifies, and overcomes risk every step of the way. Leader doesn’t have all the answers. Instead, leader knows what questions to ask