6 minutes read
In a complex world, being intelligent means ignoring the irrelevant rather than accumulating an abundance of information. Yet retailers rely on increasingly more complex data in order to act. Almost all of their forecasts turn out to be completely wrong, while current forecasts, including the announcement of the death of the retail
trade, follow the same path. Here are four golden rules to follow in order to make enlightened decisions in a changing world that nobody seems to understand anymore.