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At Fletcher, we’ve spent over 35 years helping companies win with deep, tailored research. But the world has changed. Teams are moving faster. Budgets are tighter. The appetite for drawn-out projects is shrinking...

Over the last month, highly motivated competitors from all over the world arrived in North America to compete for arguably the most coveted sports prize of all, the FIFA World Cup. It is not hard to see the metaphor between competing at the top level in a global sport and other types of organisation seeking to "win" by creating long-term growth and exploiting new global markets.

Everyone has access to the same secondary data now. That is the part most companies have not fully reckoned with. The analyst reports, the public filings, the press releases, the review-site scrapes, the LinkedIn job postings, the earnings call transcripts. It is all sitting there, and your competitors are pulling from the exact same well you are. AI has made that well easier to draw from than ever. It has not made the water any deeper.