Too many research reports are train wrecks of charts, arrows, and statements that simply play back the graphics, or even worse, regurgitate the detailed methodology with no forward looking implications.
For senior executives, it means a confusing (and at best, boring) jumble of information – pointing in all kinds of directions without really saying anything.
If you have research responsibility, apply this maxim for great strategic thinking from Gary Singer, a wonderful strategist and former Chief Strategy Officer at Interbrand. His comment to me was:
It’s a simple statement and hard to do, but done successfully, it promises incredible business results. Use it as your new strategic hurdle to clear! - Mike Brown