Author(s): Jorn Lyseggen
Is your business looking out? Internal data won't cut it. In a world where a company's future performance is increasingly explained by external rather than internal factors, without the tools to look beyond your industry and act on data from outside you're just trying to grow in the dark. Drawing on examples of transformative data-led decisions made by Nike, L'Oreal, Manchester United, Barack Obama and many more - like choosing simple product repackaging over expensive ad campaigns, or football clubs using customized intelligence to gauge a foreign player's popularity - Outside Insight offers a persuasive account of the most powerful strategic tool available to today's forward-looking organizations. Delivering real-time intelligence through monitoring all mentions online, in the press and even on TV and radio, Meltwater's software is unique in the world - and now this book, packed with useful tips, opens up a 3-D understanding of the marketplace which is applicable to any industry in any role.
A must read. Lyseggen provides a road map for how to use market insights to transform how we run our organisations from the bottom up to the board room -- Peter Tufano, Peter Moores Dean, Oxford University Said Business School
Jorn Lyseggen did his entrepreneurship training at Harvard Business School. He is a Norwegian/Korean who founded Meltwater News in 2001 with $15,000 of his savings and has since then grown it into a global leader in online intelligence with revenues in excess of $153 million. Jorn also founded the Meltwater Entrepreneurial School of Technology (MEST), a non-profit organization designed to provide training and mentoring to young African entrepreneurs.