The Most Innovative Market Research Solutions

TRUE NORTH MARKET INSIGHTS

Keeping Pace with Insights into How Humans Make Decisions

David Santee President, Founder

SUBSCR IBE SUBSCRIBE

From Editor’s Desk

IntelligencethroughInsights!

DearReaders,

Itisourutmostpleasuretopresentbeforeyouourlatestmagazineissue“TheMostInnovative MarketResearchSolutions”whichfeaturesdecoratedcompaniesthatareofferingleading-edge marketresearchsolutions.

Startinganewcompanyisnoteasyintoday’scutthroatbusinesscompetition.Alongside providingauniqueandinnovativesolution,companieshavetobeawareofthemarketto understandwhatsolutionisexactlyneeded.Theyalsohavetokeepaneyeontheircompetitors andtheirstrategiestoplantheirstrategiesaccordingly Thisiswheremarketresearchplaysavital role.

Marketresearchhelpscompaniesanalyzebetterandfindactionablesolutionstosignificant problems.Numerouscompaniestodayareleveragingmarketresearchsolutionstostayaheadof thecompetition.Marketresearchserviceproviders,thusareinhighdemandoflate.Whenwe wereresearchingforthismagazineissue,wefoundcompaniesthataretakingthemarketresearch industrybystorm.

Gracingthecoverstoryofthismagazineissue,TrueNorthishelpingcompaniesgrowwiththe rightkindofinsights.TrueNorthMarketInsightsisamarketresearchcompany Thefirm conductsstudiestoidentifywhattheircustomerswant,iftheymightlikeanewproductidea,and howtoimprovetheirexperiencewiththefirm.Ittestscommunicationstoensurethatthe companiescanconnectwiththeiraudience.

Withthededicatedeffortsoftheteam,thisactsasamotivatingfactorandarewardingfeeling, becausehelpingothersconnectwiththeaudienceisattheverycoreofthesuccessofthe company Acompanywillnotsurviveifitdoesnotunderstanditscustomers,knowwhatthey want,andbeabletodeliverwhattheywantinthewaytheywantit.Andthatishowfirmssuchas TrueNorthMarketInsightsserve.

Wewishyouaninsightfulread!

Utkarsh D.

This list is NOT a ranking. The companies on listed in magazine serve different aspects of the market, making ranking them in any order except revenue impossible and unfair. We try to bring a perfect platform for business organization to showcase their valued products/ services.

Leaders in Spotlight

Gracingthecoverstoryof thismagazineissue,True Northishelping companiesgrowwiththeright kindofinsights.TrueNorth MarketInsightsisamarket researchcompany Thefirm conductsstudiestoidentifywhat itscustomerswant,iftheymight likeanewproductidea,andhow toimprovetheirexperiencewith thefirm.Ittestscommunicationsto ensurethatthecompaniescan connectwiththeiraudience.

Withthededicatedeffortsofthe team,thisactsasamotivating factorandarewardingfeeling, becausehelpingothersconnect withtheaudienceisatthevery coreofthesuccessofthecompany. Acompanywillnotsurviveifit doesnotunderstanditscustomers, knowwhattheywant,andbeable todeliverwhattheywantinthe waytheywantit.Andthatishow firmssuchasTrueNorthMarket Insightsserve.

WhatseparatesTrueNorthMarket Insightsfromothersisthatitis alwayssearchingforbetter methods.Itconsistentlyconductits ownresearch-on-researchsothatit canbetterservetheclients.This hasledtomorepredictive solutionsthatoffermoreinsights. Butbeinginnovativeisnottheend initself.“Therehavebeenmany likemewholeftthecorporateside (orwereletgo)andtriedtostart theirownmarketresearch consultinggig,”saysDavidSantee, FounderofTrueNorthMarket Insights.

TrueNorthMarketInsights’longtermsuccesshasbeendueto stayingtruetowhoitis.Sincethe firmhasgrownupontheclient side,understandingwhatthe clientswantisatthecoreofits services.Theteamstrivestobeits long-termpartnerandnotjusta transactionalvendor.Andto achievethis,theteamalwayslooks atthelifetimevalueoftheclient.

GENERATE B2B LEADS

KNOWLEDGE GAPS ALL BUSINESS LEADERS

COVER STORY

Keeping Pace with Insights into How Humans Make Decisions

David Santee President, Founder

Howdoesacompanyknowwheretoinvest? What newproductstocreate? Whattosayintheirads? Howtoimprovetheircustomerexperience?

Theseareallfoundationalquestions. Andtheanswerto thesequestionscanmakeorbreakacompany Thisiswhere marketresearchcomesin. AndthisiswhereTrueNorth MarketInsightsexcells.

FeaturingforTheEnterpriseWorld'sthisissueofTheMost InnovativeMarketResearchSolutionProvidersin2022is TrueNorthMarketInsights,acompanythathelpsothers growwiththerightkindofinsights.

TheCompanyTrueNorthMarketInsightsisamarketresearchcompany.

“We act as the eyes and ears for corporations.”

Thefirmconductsstudiestoidentifywhattheircustomers want,iftheymightlikeanewproductidea,andhowto

improvetheirexperiencewiththefirm. Theytest communicationstoensurethatthecompaniescanconnect withtheiraudience.

Withthededicatedeffortsoftheteam,thisactsasa motivatingfactorandarewardingfeeling,becausehelping othersconnectwiththeaudienceisattheverycoreofthe successofthecompany.Acompanywillnotsurviveifit doesnotunderstanditscustomers,knowwhattheywant, andbeabletodeliverwhattheywantinthewaytheywant it. AndthatishowfirmssuchasTrueNorthserve.

Nowalotofcompaniesmaydothis. WhatseperatesTrue Northfromothersisthattheyarealwayssearchingfor bettermethods. Theyconsistentlyconducttheirown research-on-researchsothattheycanbetterservcetheir clients. Thishasledtomorepredictivesolutionsthatoffer moreinsights. Butbeinginnnovativeisnottheendinitself.

TheKeyToSuccess

“Therehavebeenmanylikemewholeftthecorporateside (orwereletgo)andtriedtostarttheirownmarketresearch consultinggig.”,saysDavidSantee,FounderofTrueNorth MarketInsights.

Butonlyafewofthembecomeanongoingfirm.Someof thebiggestchallengesforthecompanywerethesameasthe othershavefaced.Theonlydifferencewas,TrueNorthwas abletoovercomethosewithDave'sclient-sidereputation.

Thefirstchallengewassimplytogetafewclientssothat youcanpayyourbills.

“I believe what got us there was a good reputation and trust.”

Whileonthecorporateside,Daviddidallhecouldinhis pursuittonotgetcaughtupintheofficepoliticsandserve everyonewell.Thismadeiteasyforthefirmtogetholdof thosefirstfewclients.

TrueNorth'sfirstsetofclientscamefromthosewhoknew Davidonthecorporateside.Sometimeswhenhavingcoffee withthenewentrepreneurs,orthoseexploringthesuppliersideofinsights,Davidmakesitapointtorecommend avoidingofficepoliticsandtoserveeveryonewell. Becauseyoumightneverknowwhatrolesomeonewill haveinthefuture.Onemantrainsistson-

“When you are doing a project for someone, do the best you can. It doesn't matter who they are.”

“We search for better ways of doing things so that we can better serve our clients and make them successful.”

“When you are doing a project for someone, do the best you can. It doesn't matter who they are.”

TheGrowthQuotient-

TrueNorth'slong-termsuccesshasbeenduetostayingtrue towhotheyare.Sincethefirmhasgrownupontheclient side,understandingwhattheclientswantisatthecoreof theirservices.Theteamstrivestobetheirlong-termpartner andnotjustatransactionalvendor.Andtoachievethis,the teamalwayslooksatthelifetimevalueoftheclient.

AkeycomponentofTrueNorth'ssuccess,andwhytheycan establishpartnerships,isthattheyarealwaysthinkingabout theclient,andwhatisbestforthem. Thatincludesthe team'sprimarycontact.

“We want them to be successful.”

Thosewhohavenotbeenontheclientsidedonot understandthisperson'sroleandthepressuresand expectationstheyface.ThatiswheretrueNorthmakesthe difference. Forexample,iftheteamknowstowhomthe

reportisgoingandtheyunderstandthatperson's perspective,theycraftthereportforthatperson.

“WhenIwasontheclientside,Ifrequentlyaskedmy vendorsforupdatesonnewtrends,methodologies,andnew thinking. ButIrarelygotit. IwantTrueNorthtobethe firmthatunderstandsthetrends,whichisworthyof exploring,andwhichismerelyafad.

Toomanyfirmssimplydoresearchthesamewayithas beendonefordecades. Forexample,thewaywemeasure brandshasnotchangedsincethe30yearswhenIwasa junioranalystatHallmarkCards. Ok,thedatacollection haschangedfrommallintercepts,telephone,andnow online,buthowwestructurethequestionnairehasnot changed.Thatwouldbeokifthemethodwasgood–butit's not.”,saysDavid.

TheSearchForSolutionsThatBetterReflectReal HumanBehavior

Somuchhasbeendiscoveredinthelastdecadeorsoabout howhumanstrulymakechoicesanddecisions. Weusedto believethateverythingwasrational. Whatwearelearning isthat95%ofourthoughtprocessisunconscious. We makedecisionsunconsciouslyandemotionallyandjustify themrationally ThisiswhatNobelPrize-winning psychologistsandeconomistssay(i.e.,DanielKahneman andRichardThaler),aswellasmanymore. Yetour researchmethodshavenotchangedindecades. Westillact asifeverythingisrational. Buttheyarenot. Thereisnow anentiredisciplinethatstudiesthiscalledBehavioural Economics.

WhenDavidfirstbeganstudyingthistopic,hewasabit defensive. Itwasclearthatifthisweretrue,howwedo muchofourresearchiswrong. Butasmoreandmorecame out,hereachedthepointwhereitneededtobeaddressed. Asaresult,David,withhisteambegandesigningstudies thatfitwithinthesenewinsights.

Unfortunately,thebiggestresearchfirmsaremanytimesthe slowesttolearn. Theirdatanormsandinternalprocedures arebasedontheresearchmethodsfromthepastdecades. It takesalotoftimetotest,makethedecisiontotryother approaches,andthentrainthroughouttheirorganization. Theyhaveafinancialincentivetokeepdoingthesame thing.FirmssuchasTrueNorthcanmakethatadjustment muchmorequickly.

“Wehaveconductedsomeofourownresearch-on-research

“We are not content standing still. We are always testing, growing, and doing our own research on research.”

onthesemethods. Wehavefoundthatfollowingthe principlesofBehaviouralEconomicsandhowhumanstruly makedecisions,ourmethodscanbemorepredictive.”, David

Inshort,humansdon'tmakedecisionson5-pointscales. Theymakechoices. Yetmostresearchersarereluctantto giveupthedecades-oldapproachofusingscalessuchasthe Likertscale. Bytheway,theLikertscaleisalmost90years old. It'snotourfather'sscale–it'sourgrandfather'sscale. Anditisnotconsistentwithhowhumansmakedecisionsin therealworld.

TrueNorthdeveloped3newsolutionsbasedonthese insights.

Solution#1–BrandInsights–

Onethingwenowknowisthateverythingisrelative.We don'thaveanabsolutevalueinourmindsforabrand.

“Our industry's research methods have not changed in decades. We still act as if everything is rational. But they are not. ”

Humanscomparealternativesandmakechoices. Noscales andrelativetoeachother. Yettraditionalbrandstudieshave youevaluateabrandonlotsofattributesallonscales. In otherwords,inisolation. Notrelativetoanythingelse.And that'saproblem.

Thetraditionalstudiesarelonganddifficultforrespondents.

TrueNorth'ssolutionfollowsaverydifferentapproach. Theyasktherespondenttoevaluatetheclientbrandandits relevantcompetitorstogetherandchoosewhichtheylike thebest. Theywillchoosewhichoffersthemostvalue, whichhasthehighestquality,whichbestdeliversonany numberofdimensions.

What'snoteworthyinthisprocessisthattheyputthebrands togetherandnotinanisolation.Presentingthesereportsto theclients,theyarethenaskedtomakechoicesastheydo intherealworld,andnotevaluateonascale.

Fromapracticalstandpoint,thishelpsthemcapturemuch moredataonmorebrandsusingthisapproach. Anditis muchmoreengagingfortherespondentssotheyaremore likelytostayengagedthroughouttheentiresurvey.

Solution#2–RapidReview:

AclientincludedTrueNorthinanRFP(requestfor proposal)todevelopasystemtoevaluatemanynewideas. Now,asapartoftheproductdevelopment,theteamwas quicktoscreenoutideasthathavealowprobabilityof successsothatmoretimeandresourcescanbeinvestedin theideasthattrulyhaveanopportunity.

Thetraditionalapproachwouldbetoaskrespondentsto evaluateeachoftheideasona5-pointpurchaselikelihood scale.

Theteamsatbackandwatchedthepurchaseprocessand mimickedthatprocessintheirapproach. Whenshopping foralmostanything,shopperswillidentifyasub-setof productsthattheywouldconsider. Second,amongthose thattheymightconsider,theywillchoosetheirfavorite. Finally,theycheckout. Notice,noscales,justchoices.

TrueNorth'sprocessgoesthroughthesameprocess.The teamasksrespondentsiftheywouldconsiderthe alternatives–aquickthumbsupordown–justliketheydo intherealworld. Thenofthosetheywouldconsider,the teamwouldaskthemtocomebackandtellwhichthey wouldpurchase;again,yesorno. Finally,dependingonthe product,wetakethemtocheckouttoconfirmtheir “purchase.”

Sodoesitwork? TrueNorthdidtheirowntest-control studytovalidatethefindings. Theyhadacellwherethey askedtheinterestof10fastfoodrestaurantsusingthe traditionalpurchaselikelihoodscale. Thentheyhadacell usingtheirchoiceapproach. Andtheresult–noteven close.

BothWendy'sandMcDonald'sreceivedaverysimilar score. Notsurprising. Buthere'stheproblem. McDonald's shareisverydifferent. Infact,McDonald'sshareisalmost 3timesthatofWendy's–buttheyreceivedthesamescore. What'sgoingon?Thatshouldgiveanyresearcher heartburn.

ButTrueNorth'schoiceresultswereamazingclosetothe actualmarketshare.

Now,thereareothergoodchoice-basedmethods,suchas MaxDiff. ButbyusingtheRapidReviewapproach,the firmhasbeenabletotestover200ideaswithinonestudy. SomethingMaxDiffcouldneverdo.

Besidesbeingmorepredictive,sincethequestionnaireis straightforward,theycanhaveresultsfast–typicallyina week.

Andthepriceistypicallylower,too,becausethefirmdoesn't needabigPowerPointdeckandhoursofanalysis. The metricsareverystraightforward.

Somecompaniesmayforgotestingproductsaheadoftime duetothetimeittakesorthecost,butmakeiteasytobring thevoiceofthecustomerintotheirdecision-makingprocess.

Solution#3–DefectionDetection

Understandingwhycustomersleaveisimportantto understand. Somebelievecustomersleavedueto dissatisfaction. Thatmightbetrue. Butthefactisthateven satisfiedcustomerswillleave. Thereasonsforattribution cangofarbeyonddissatisfaction.

BehaviouralEconomicsstatesthat95%ofthedecisionmakinghappensinthesubconscious. So,whenthequestion isputforward,“whydidyouleave,”thereislessprobability ofgettingtherealreasons.Therecouldbeanyreasonfor this.Perhapsthebranddoesnotfitthemanymore;perhaps theyhaveoutgrowntheproductastheyhaveenteredanew lifestage,andperhapstheirfriendsarenowusing somethingdifferent.Perhapsthebrandpersonalitydoesfit them.

DefectionDetectionisanapproachthatgetspastthe logical,surfacereasonsforattritionanddiscoversthereal reasons.

DavidSantee-LeadingtheWay-

President/Founder

Forthemostofhiscareer,Davidhasworkedontheclient sideofthebusinesses.Hisstellarprofessionaljourney includesthenamesofsomeofthebiggestorganizations likethatofHallmark,Colgate(Hill'sPetNutrition),and H&RBlock.Eventhoughmostassignmentshehas workedonhavebeeninmarketresearch,hehasalsohad rolesinProductManagement,NewProduct Development,andKeyAccountManagement.

David'slastcorporaterolewasastheDirectorof WorldwideMarketResearchatH&RBlock.Thisrole helpedhimlearnalotofnewthings.Thingslike,itisnot justaboutresearch.HegottoworkwiththeC-Suiteand otherleaderstobringtheminsightsintohowandwhen theyneededthem.Thejobbecameoneofcommunication andinfluenceratherthanprovidingdata. Mostofthoseat thetopdonotreadmarketresearchreports. Theyget theirinformationotherways.

David'sMessagetotheNewEntrepreneurs-

“Unfortunately,thereisaratherlargemisconception aboutatypicalentrepreneur. Wehavethisimageof

someonelikeMarkZuckerberg,ayoungguywithanew-tothe-worldtechproduct. Butthatisnottheprofileofmost successfulentrepreneurs.

Theprofileofasuccessfulentrepreneurissomeonewhohas workedforothersforyears,andisinhisorher40sor50s. Thistypeofpersonhasabetterideaofhowbusinessesrun, whatmightbeagoodidea,andhasbusinessconnections thatcanhelphim. Thus,ifsomeonewantstobean entrepreneur,themostsuccessfulpathistoworkfor someoneelseandlearn.”

“I believe these non-research positions have made me a better researcher.”

“When you are doing a project for someone, do the best you can. It doesn't matter who they are.”

“If we want customers to have a real voice, we need to be prepared to have their voices heard through these other channels.”

NewYorkCity!Justthename makeseyessparkle,dreams biggerandeverythingmuch merrier Withanoverwhelmingamount ofopportunities,toanartist,awriter,a banker,anengineer,younameitand NewYorkhassomethinginstorefor you!

comprisesoffiveboroughs,eachof whichextendswitharespective countryofthestate.Thefiveboroughs are-

Ÿ BrooklynortheKingsCountry

Ÿ QueensortheQueensCountry

vastmajorityofpeoplepouringinfrom overtheworldhavemadeNewYorka culturalcapital,withawhopping800 languagesspokeninthecity,akindof linguisticdiversitythat'shardtofind anywhereelse.

Beforewediveintotheextravagant cultureofNewYork,letusfirst understandNewYorkCityislocatedononeofthe world'slargestnaturalharbors,which extendsintotheAtlanticOcean.It

Ÿ ManhattanortheNewYork Country

Ÿ TheBronxorBronxCountryand

Whataresomegeographical featuresofNewYorkCity?

Ÿ StatenIslandortheRichmond Country

ThemetropolitanofNYCmakeupthe premiergatewayforanylegal immigrationtotheUnitedStates.The

What is the history of New York City?

17th Century New York

The Dutch founded their rst permanent trading post

Thecityisahometomorethan3.2 millionresidentsbornoutsidethe UnitedStates.Asof2022,theNYC metropolitanareahadproducedan estimatedgrossmetropolitanproduct ofover$2.1trillion,toppingthelist worldwide.Withthisestimateinmind, thecityalsohousesthehighestnumber ofbillionairesandmillionairesofany cityintheworld.

Peter Minuit bought Manhattan from the Native Americans.

The rst black slaves arrived, who played a major role in forming the colonies.

A Wall was built to protect New Amsterdam, across Manhattan Island. The street next to it was call The Wall Street.

Giovanni da Verrazano discovered New York Harbor

Henry Hudson sailed up the Hudson River

18th Century New York

Bythistime,NewYorkhadalmostdoubleditspopulation,andthemainindustryinthecitywasthatofmilling.

The New York Gazette, the rst newspaper began its publication.

1732

1725

The rst theatre in New York was opened

19th Century New York

1754

1784

Kings College (Now Columbia University) was founded. The Bank of New York was founded.

1789

1792

George Washington took his presidential oath at Federal Hall. Trading in stocks and shares took place in and around Wall Street.

1820

The rst line of New York Subway was opened.

1826

New York became the largest city in the USA with a population of 123,000. Washington Square Park was created.

New York University was founded.

1831

1845

New York City Police Force was founded.

Madison Square was opened.

1847

1851

The New York Times began publication.

1904

1886

First telephones were installed in NYC

The Statue of Liberty was dedicated by President Grover Cleveland

1878

1872

Frederick Law Olmsted and Calvert Vaux created Central Park.

Bloomingda le's was founded.

1858

1858

Macy's was opened

WhatisthestorybehindTheStatue ofLiberty?

“We will not forget that Liberty has here made her home; nor shall her chosen altar be neglected."

—PresidentGroverCleveland, acceptingtheStatueofLibertyon behalfoftheU.S.,October28th,1886

TheStatueofLibertystandstallinthe UpperNewYorkBay,representingthe universalsymboloffreedom.The StatueofLibertywasoriginallygifted

byFrancetotheUSAasanemblemof strengtheningfriendship,andalsoasa staunchsignoftheirmutualwishfor liberty

Overthemanyyears,ithasevolved intosomuchmore.Itisalsoregarded astheMotherofExiles,whostands strong,welcomingthemillionsof immigrants,asanepitomeand embodimentofempathy,hopeand opportunityforeveryonewhoisin searchofabetterlifeintheUSA.

RepresentingthespiritofAmerica itself,thestatueexcitesthedesirefor freedominpeopleallovertheworld.

Hereareafewinterestingfactsabout TheStatueofLibertyyoudon'twantto missouton-

Ÿ TheStatueisinspiredbyaRoman Goddess,Libertas-goddessofliberty.

Ÿ LadyLibertyoriginallywasbrownin color,beingmadeoutofpurecopper However,after1900itbeganto developagreenpatinaduetothe oxidation.

Ÿ TheStatueofLibertyusedtobea lighthouseandguidedshipsinNew York'sharbor

Ÿ LadyLibertyhasbeenstruck600 timesbyalightningbolt,butnoneof theboltshavecausedanykindof severedamagetoit.

Ÿ ThecrownofLadyLibertybears7 spikeseachrepresentingtheseven oceansandcontinentsoftheworld.

TheWallStreet-What'stheStory behindtheChargingBull?

TheChargingBullortheBigBullon theWallStreethastodaybecomethe universalsymboloftheAmerican stockmarketanditsbigbusiness.Itis alsooneofthemostvisitedand popularsightsinthecity.Touristspour infromaroundtheworldtoseethis bronzebeast.

TheChargingBullsculpturewas createdbyanItalian-Americanartist, ArturoDiModica.DiMonicacameto NYCinthe70s,andbeinginspiredby thecity'senergyheopenedastudioon

GrandStreetinthemoderndaySoHo.

DiMonicastartedworkingonthebull afterthestockmarketcrashof1987, wherehefeltheowedsomethingtothe Americansforsograciouslyaccepting himandsupportinghiscareerasa sculptor.

Hepaidawhoppingsumof$360,000 ofhisownmoneytobuildthe ChargingBull.WiththeChargingBull, hewantedtoinspirepeopletocarry throughhardtimesandcelebratethe consistencyandperseveranceofan Americanbusinessprofessional.He chosethebulltorepresenttherising marketandathrivingeconomy,which everybodywasfightingforafterthe bigcrash.

WhatistheBestTimetoVisitthe Bull?

Unliketheothermonumentsofthecity, forexampletheStatueofLiberty, ChargingBulldoesnothaveanytickets andhasano-costadmission.TheBull standsinthemiddleofthestreet,soyou canveryeasilyvisititanytimeofthe day

Bymid-day,youcanfinddozensof peoplelinedupinfrontforasnap.So,if youwanttogazeattheBullwithout anyonepesteringtomovealong,you willhavetoshowupearlyinthe morning.

ATraveler'sTip-

Wintercanbeagoodtimetovisitthe Bull.Owingtothesnowy,chillydays youcanfindfewerpeoplearound.And ifyouarelucky,youcanalsofindthe Bullcoveredinablanketofsnow!

AlwaysToppingtheLists-

HereiswhyNewYorkCityisalways onthe'TopCitiestoLiveIn'lists-

It'sDiversity

NewYorkisregardedasoneofthemost diversecitiesintheworld.Thecityis alsosometimesreferredtoasThe MeltingPotbecauseofthenumberof immigrantsmovingherefromaround theworld.

Itsdiversityiseasilyreflectedinits food,art,music,cultureandthe neighborhoods.

HereisafunthingtodoinNYC-

YoucanvisittheTenementMuseumand exploreNYC'simmigrationhistory.You willbeabletovisitthe19thcentury tenementbuildingandlistentothe storiesoffamiliesthatlivedthere.

TheDeliciousFood

Youask'WhyisNewYorksofamous?'

Theanswerisincompletewithoutatour tothelocalculinaryculture.

NYSisafoodie'sparadise,mostly becauseofitsgloballyinspiredcuisine andalsoaheavyinfluencebymany culturesofthecity.

WonderingwhatfoodNYCisfamous for?SomeofNewYork'smostfamous foodsincludetheclassicslikethatof NewYorkbagels,NewYorkpizza,and theNewYorkcheesecake.

Becauseofitsmulticulturalnature,it alsohousesauthenticcuisinesacross theglobe.Tonameasingleplacetotry amazingdisheswouldbehard,butyou canvisittheQueensNightMarketin Queens.Inthisopen-airweekend market,youcantryfoodfrommore than100localvendors.

Smorgasburgisanotherweekend marketgenerallyfoundinBrooklyn, Manhattanandafewotherplaces.If youareinthemoodtocruisearound, enjoybeautifulsceneryoftheNew YorkCity,whileenjoyingPhilly cheesesteaks,Chinesebaobuns, Filipinostreetfood,Indonesianrice bowlsandsomuchmore,The Williamsburglocationwouldsuityou thebest.

NewYorkisalsofamousforsomeof thebestandthemostuniquerestaurants intheworld.LikeCaféSerai,where youcantastetheReubenMomos,the traditionalTibetandumplingswitha NewYorktwisttotopitoff.

Therealsoareanumberoffoodtoursin NYCwhereyoucanbeanaudienceto thestoriesofdifferentneighborhoods throughfood.Someoftheminclude-

Ÿ NYCGreenwichVillageItalian FoodTour

Ÿ NewYorkCityLowerEastSide Culture&FoodTastingsTour

Ÿ Chinatown&LittleItalyFoodFest

TheMuseumsofNewYork

NewYorkhostssomeamazingand world-classmuseumsandmanyof themhaveafreeentry.

Ÿ MetropolitanMuseumofArt

Ÿ AmericanMuseumofNatural History

Ÿ MuseumofModernArt

Ÿ WhitneyMuseumofAmerican Artand

Ÿ GuggenheimMuseum

Thesemuseumshavethemost impressiveandawesomecollections ofartandotherhistoricalartifacts.

Broadway-ACelebrationofArt

OneofthemainreasonswhyNew Yorkissofamousistheincredible showsonBroadway!

NewYork,withtheculturallyrich anddiversevisualandperforming artsscene,isthemostcelebrated destinationsfortheatreglobally. Broadway'sstageshaveheld countlessplaysandmusicalsand someofthebestperformershave gracedthestage.

Here'satipifyoulovetoursdearly-

YoucanbookaBroadwayTheaters &TimesSquarewithaTheater Professionalexcursionanddivedeep intothehistoryandcultureof Broadway.

TheExtravagantHolidays

Therearejustafewothercitiesin theUnitedStatesthatgoalloutto celebratetheholidaysasNewYork.

ThanksgivinginNewYorkCityisa bigfestival.Macy'sThanksgiving DayParadeservesasanunofficial starttotheholidayseason,andthe tinkerlightscomeoutdecoratingthe

citywithwidesmilesandahappy spirit.

Andthencomesthebiggestfestivalof thecity-Christmas.Wehaveall watchedHomeAlone-LostinNew Yorkamilliontimesduringthe holidays,andhavebeenmesmerizedby thebeautyofthecity.Itissomething yousimplycan'tmiss.Thebeautiful windowdisplays,eventsinthecity, decorations,everylittlethingtakesthe atmospheretoanotherlevel.Watchthe cityturnintoatruewinterwonderland aroundChristmas.

Architecture

Amoderncitywithbusybrokersand aspiringstudents,youwouldthinkitis hardtofindtimetositandappreciatea beautifulbuilding.Buttheglass skyscrapers,silhouettesofsomeofthe mosticonicbuildingsliketheEmpire StateBuildingandtheChrysler BuildingmakeforNewYork's impressiveandstrikingskyline.

Ifyouwanttogetmoreknowledge aboutthecity'sarchitecture,youcan considerthefollowingtours-

Ÿ NewYorkCityarchitecturetour

Ÿ NewYorkDowntownArchitecture audiotour

Ÿ FlatironFood,Architecture& HistoryTour

Youcanalsolookoutforthe ManhattanArchitectureYachtCruise. Onthisspecialtouryoucansipon wineandbeersittingina1920s-style yachtandlistentothenarrationfrom theAmericanInstituteofArchitects (AIA).Thisisoneofthebestandmost soughtafterManhattanskylinetours available.

VibrantCulture

NewYorkishometoincredible culturalinstitutions,hasmesmerizing

artmuseumsandthefamous BroadwayTheater.Butitslegacyofa vibrantculturegoesevenfurther

NYCisalsofamousforahappening musicscene.Fromthefunkyuptown jazzclubstothepopulardowntown punkmusichistory,NewYorkhas beenknowntobeamusichub.

Addingtothat,thecityisalsooneof thefashioncapitalsoftheworld,with itsfashionrootsdatingbacktothe 19thcentury Today,thefashionscene ofNewYorkhasevolved,wherethe cityisahosttotopannualFashion

Weeks,andalsoholdssomeof themostfamousfashiondesigner andretailerheadquartersthan anyotherUScity

HOW TO GENERATE B2B LEADS: 11 TACTICS THAT GET RESULT

Bothmarketingandsalesneedto

worktogethertounderstandthe painpointsoftargetpersonas anddevelopanactionplanfor generatinghigh-qualityleadstodrive theirbusinessgoals.

Tomakeyourjobeasier,we’ve compiledalistof11B2BLeads generationtacticsthatwillhelpyou capturepaidandorganicleadsand generatehigherconversionsforyour business.

HereisHowtoGenerateB2BLeads:11 TacticsThatGetResults;

1.Developasystemtoroutinelyhost webinars

Inamarketwhere91%ofB2BLeads professionalsbelievewebinarsaretheir favoritesortoftrainingmaterial,it’s clearyoushouldpayattentiontowhat theywant.Webinarsarefrequently rankedasthemostsuccessfulB2B Leadscontentformat,buttheymaybe time-consumingtoorganizeand conduct.

2.Alteryourblogentriesinto comprehensivetutorials.

Again,thisisatried-and-truemethod forgeneratingnewleads,butwithtactic #8,wereallycrankthingsupanotch. Thegreatthingaboutthistacticisthat youareprobablycurrentlyspendinga lotoftime,energy,andmoney developingcontentforvariousonline outlets.

Yourgoalistomaximizethereturnon thatfinancialcommitment.

Therefore,itmakesperfectsensetotake thatmaterial,organizeitinappropriate groupings,andthentransformitinto muchbiggerpiecesofcontent.Business ownerswillbeinterestedin downloadingacompilationofallof yourblogpostingsonthetopicof businessmanagement,forinstance.

3.Generateemailleadsfromvideo views

Youalsodon’twantprospective prospectstojustviewyourvideo materialandthenvanish.You’veputin alotofefforttogetyourvideoviewed bythisprospect;itwouldbesillyto justsitbackandwatchthemgo withoutsayinganything.

4.Segmentyourcontentstrategy

Evenwhileyou’llheartheterm “segmentation”mostofteninthe contextofemailmarketing,it’sjustas relevantwhendiscussingcontent marketing.Nomatterwhetherit’sa blogpost,anemail,oraproduct description,ifyoucreatecontentwith awidetargetaudienceinmind,you’re lesslikelytocatertothespecificneeds ofthataudience,whichiswhat motivatesB2BLeadscustomersto takeaction.

5.PromoteyourB2BLeads generationcontentonTwitter

Fromitsinceptionin2016tillnow, Twitterhashadaquitepeculiarhistory Inreality,thecorporationisshiftingits brandingawayfrom“socialnetwork” andtoward“newsplatform”inthe mainappstores.

EvenwhileTwitterwillstillbeusedby manyasasocialnetworkinthe foreseeablefuture,theshiftin classificationrevealsinterestingfacts aboutitsusers.

Twitterisaplatformforindividualsto keepupwiththenewsandinformation theycareabout;thisisthefunction B2BLeadsbusinessesshouldplayon theplatform.

6.UseLinkedInAdvertisingto targetbigspenders

Iwon’tattempttosugarcoatit; LinkedInadvertisingaren’tcheap.It’s ironic,therefore,thatthisdeters

business-to-businessadvertisersfrom usingthenetwork.Afterall,LinkedIn allowsyoutoadvancenaturally,but Facebookadvertisementsare prohibitivelyexpensive.

7.Optimizeyouremailmarketing effortsformaximumreturnon investment

Marketingautomationisoneofthe mostpopularnewapproachestoemail marketing,andithasprovenvery effectiveformanyB2BLeads companies.

Confusedbyallthehubbubabout “marketingautomation”?Havealook atthis.Essentially,automation eliminatestheneedforhumanlabor associatedwithmanagingsegmented lists,targetinguserbehaviors,anda plethoraofothertasksthatcan transformyouremailmarketing strategyfromblahtoexcellent, allowingyoutodothingslikerecover 50%ofabandonedcartsormultiply salesby5times.

8. MakeuseofFacebook’stargeting features

WehavealreadydiscussedFacebook’s superiortargetingpossibilitiesonour blog,andwestandbythatassessment. Facebook’sabilitytoeffectively capitalizeonthevastamountsofuser dataitcollectswitheachapplaunch hasbeenvitaltothecompany’ssuccess inthesocialadvertisingspace.

IthasalsobeenessentialinFacebook’s successinbusiness-to-business marketing,whichisnowonparwith thatofbusiness-to-consumerefforts.

9.Buildyourownonlinecommunity

It’snosecretthatonlinecommunities likeRedditandQuorahavealotof influence.Creatinggroupsonnetworks likeLinkedInandFacebook,which provideparticularfunctionalityfor

this,hasproventobeoneofthemost effectiveB2BLeadmarketing techniques.

Aswe’veseen,SEMrusheven managedtoestablishitsown communityonTwitter,despitethefact thatTwitterdoesn’tprovidethesame levelofsupportfordoingso.

10.Convertemailleadsinto… additionalemailleadsbylaunching areferralcampaign

Convertingyourcurrentleadsand customersintobrandnewonesis reallyfulfilling,particularlywhenthey domostoftheeffortthemselves.

Here’swherereferralmarketingreally shine,particularlywhenrunentirely automatically

11.GuestBlogging

Postingrelevantmaterialonyourown websitemayonlyprovideyouwitha limitedamountoftraffictoattract prospects.However,attemptingtopublish materialonnumerousthird-partysites providesyouwithendlessexposureand placesyouinfrontofindividualswho havenotyetfoundyou.Itisbeneficialin

BottomLine

Followingtheleadgenerationstrategies we’velookedatinthisarticle,thekey

questionnowishowmanyleadscan youhandle?Therecomesapoint whereyouendupwithmoreleads thanyoursalesprocesscandeal withbutthere’sasolutionforthis problemaswell.

Automationmeansyoucanhandle vastnumbersofleadswithoutthe manualworkloadandyoucantakea lookatourarticlesonB2BLeads segmentationandlead qualification/scoringtolearnhow youcanprioritisethemostvaluable leadstoyourbusiness.

EVERYONE ON PLANET TO ACHIEVE MORE

Formorethanadecade,

Microsofthasbeenthemarket leaderinoperatingsystems.It wasestablishedbyBillGatesandPaul AlleninAlbuquerque,NewMexico,in 1975,46yearsago,andiscurrently flourishingallovertheworld.Inthe 2020Fortune500listofthemost significantUScompanies,Microsoft cameinatnumber21.Itisvaluedas thethird-highestglobalbrand.The businessisadigitaloperatingsystems leader

OnApril4,1975,BillGatesandPaul AllenestablishedMicrosoftinorderto createandmarketBASICinterpreters fortheAltair8800.Inthemiddleofthe 1980s,MS-DOSandthenWindows propelledittothetopofthemarketfor personalcomputeroperatingsystems. Threepeoplebecamebillionaires thankstoMicrosoft's1986initialpublic offering(IPO)andsubsequentincrease inshareprice,whileanestimated

12,000Microsoftemployeesbecame millionaires.Sincethe1990s,ithas movedfromtheoperatingsystem industryandacquiredanumberof businesses.Theirgreatestacquisition wasLinkedInfor$26.2billionin December2016,whichwasfollowed bySkypeTechnologiesfor$8.5billion inMay2011.

In2018,Microsoftrecaptureditstitleas themostvaluablepubliclytraded businessintheworldafterbeing dethronedbyApplein2010.After AppleandAmazon,Microsoftbecame thethirdAmericanpublicfirmtohavea marketcapof$1trillionormorewhen itdidsoinApril2019.Microsoftwill havethefourth-highestworldwide brandvaluationasof2022.

JourneyofMicrosoft-

Microsoftisadailyandregularword usedineverycorporatesector The

globalproductisownedbyMicrosoft CorporationbasedinAmericaisa multinationaltechnologycorporation. Theassociatedservicesheadquarters aresituatedatMicrosoftRedmond campusinRedmond,Washington, UnitedStates.Thebestproductsof MicrosoftaretheWindowsseriesof operatingsystems,themicrosoft officesuiteandinternetexplorer,etc. TheXboxvideogamingconsolesand theMicrosoftSurfacerangeof touchscreenpersonalPCsareitstwo mainhardwareofferings.Microsoft wastheworld'slargestsoftware companybyrevenueasof2019;it wasplacedNo.21intheFortune500 rankingsofthelargestAmerican firmsbytotalrevenuein2020.Along withAlphabet,Amazon,Apple,and Meta,itisoneoftheBigFive Americantechnologicalfirms.The journeyofMicrosoftkickstartedwith abasicsetup.

The current global venture was founded by Bill Gates and Paul Allen on 4th April 1975 with the main motive to produce and sell BASIC interpreters for the Altair 8800.

As a result of an arrangement the company made with ASCII Magazine in Japan in August 1977, ASCII Microsoft opened its rst overseas ofce.

In the middle of the 1980s, MS-DOS and then Windows propelled it to the top of the market for personal computer operating systems.

Since the 1990s, it has moved from the operating system industry and acquired a number of businesses.

Microsoft started to reevaluate its products and broaden its product line into computer networking and the World Wide Web after Bill Gates' internal "Internet Tidal Wave letter" on May 26, 1995.

Microsoft released Windows XP on October 25, 2001, combining the NT codebase with the mainstream OS line. Later that year, the company introduced the Xbox, breaking into the Sony and Nintendodominated market for video game consoles.

Microsoft, which was becoming more active in the hardware market after the launching of Xbox, introduced the Zune line of digital media players in 2006 as the replacement to its earlier software platform Portable Media Center.

The Windows Vista released in 2007 featured the security and redesigned user interface dubbed Aero, following with the release of MS Ofce 2007 with the feature of Ribbon user interface.

Throughout the 2011-12 Microsoft restructured its identity with focusing on logo, products, services, etc.

Microsoft released a x for Windows 10 in January 2018 to address CPU issues brought on by Intel's Meltdown security aw. The patch caused problems with the virtual machines running on Microsoft Azure that use Intel's CPU architecture.

On June 24, 2021, Microsoft announced Windows 11.

ThegrowthofMicrosoftandits productsandservicesiswitnessed bythewholeworld.Inaninterview withMr.BillGatesmentionedthe growthofMicrosoftcreditingitto theirteam.

ThesurveyofMicrosoft's StatisticalStudies-

Microsoftbeingaglobalventure todayhasnoneedofany recognitionstrategyormarketing strategy Thecorporationbeingan InformationandTechnologybased corporationworksmostlyonits productsandservicesrelatedto databasesandsoftwares.The4Ps fromthemarketingmixworkson pointformicrosoft.The4Ps includesProduct,Price,Place, Promotion.

ProductMix

Aproductissomethingthatsatisfiesthe needsanddesiresoftheconsumer, whereasaproductmixisthevarietyof thatproduct.Microsoftisaretailerof bothhardwareandsoftware.Computers, laptops,tablets,Xbox,andphonesare amongtheirhardwaregoods.Microsoft OfficeandWindowsOSareamongtheir softwareproducts.Microsofthasabroad rangeofproducts.Itisprimarily renownedforits

Ÿ Devices

Ÿ Softwares

Ÿ Apps

Ÿ Games

Ÿ Entertainment

PriceMix

Pricemixisthemethodusedto determineaproduct'spriceasopposedto price,whichreferstothemonetaryvalue ofaproduct.Microsoftfrequently employstheBuyOnlyWhatYouUse, Freemium,andMarket-orientedpricing strategies.

Ÿ FreemiumPricing

Ÿ Productline

Ÿ PenetrationPricing

Ÿ PriceSkimming

PlaceMix

UnderPriceMix,Microsoftprovides thefollowingservicestoitsclients:

Ÿ Customerscaneasilyselect productsandservicesfrom Microsoft'sofficialwebsitebased ontheirneeds.

Ÿ Microsoftoffersretaillocationsall overtheworldwherecustomers mayusetheguidanceoftechnical advisorstomakesmarterdecisions.

Ÿ Additionally,Microsofthas approveddealersanddistributors. Microsoft'sstrategicallysound locationmixmakesitsproducts readilyavailabletocustomers worldwide.Nowlet'stalkabout Microsoft'spromotionalstrategyto discoverhowitkeepsitspositionat thetop.

PromotionalMix

Withtheaidofitspowerfulbrand image,Microsoft'spromotionalstrategy preciselyaddressesitstargetmarket.It advertisesitsproductsonanumberof

Twitter,Google,Instagram,etc. Microsoftemploysanumberof differentpromotionalstrategies, includingadvertising,directmarketing, andsalespromotion.Itreachesits intendedaudiencethroughastrategic channel.Microsoft'svarietyof promotionsincludes-

Ÿ Advertising

Ÿ SalesPromotion

Ÿ DirectMarketing

Ÿ PersonalSelling

Ÿ PublicRelations

EffectofCOVID19onTheglobal enterprise-

Evenbeforethepandemic,scientists havelongponderedtheimplicationsof aworldinwhichreportingforworkno longermeantreportingforwork.Ifwe hadtheabilitytodisconnectfrom actuallocationsthankstocontemporary technology,howmightour employment,offices,andworkdays change?Whatwouldbethegenuine advantages?Whatwouldtheobstacles be?COVID-19thenstruck.Everything changedandbecameunpredictable fromabusinessstandpoint,butfroma researcher'spointofview,itoffereda hugeopportunity.Thiswastheperfect opportunityforsocialscientiststo

ofanentirelydigitalworkforce.

EarlyinMarch,justadayaftertheorder wasissuedforallemployeesat Microsoft'sRedmond,Washington headquarterstostayathome,scientistsat thecompanystartedthinkingaboutthe researchpossibilities.Thechiefscientist forMicrosoft'sExperiencesandDevices, JaimeTeevan,anddirectorofapplied scienceBrentHechtmetonlinewitha dozenothercolleaguestodiscusswhat hadjustoccurred,whatwasaboutto occur,andwhatitallmaysignify.Hecht assertsthatoneofMicrosoft'sadvantages isthestaffmembers'intensecuriosity.

Ofcourse,thebalancebetweenbenefits andlosseswasfarfromclear-cut.A significantminusforsomewasabonus forothers.Workingfromhomeandbeing freeofofficeinterruptionshadbeena blessingforsomepositions,butithad beendifficultformanagersand employeesinmorecollaborativefieldsto recreatethecreativefrenzyof brainstormingsessions.Nearlyevery benefit hasaconcomitantdrawback. However,acloserlookatthedatasofar offershelpfulinsightsthatmightnotonly guideusthroughthedifficultiesweare currentlyfacingbutalsoinfluencehow wemightthinkaboutmakingthings betteroncewearepermittedtoreturnto ourworkplaces.

ConclusionofTheCaseStudy-

Insummary,Microsoftisthemarket leaderbecauseofitsdominantworldwide presenceandleadership.Their welcoming“perfectcoffeeshop atmosphere”shouldbealong-term competitiveadvantage.Thecompany's retailoutletsandon-sitecollaborations haveearnedhigherresponserates, puttingtheminfrontofthepackinthe maturebusiness.Asaresultofitsallencompassingmarketingapproach, Microsoft enjoysastrongglobalmarket

About Microso

Microsoft is among the most well-known brand brands in business. However, company cofounder Paul Allen originally gave the business the moniker Microsoft, which was a mix of the phrases ``microcomputer" and "software."

3.

Gates planned to rename the original Windows operating system to "Interface Manager" when it was still being developed. The moniker was initially used exclusively internally, with intentions to continue using it when the OS was eventually made available to the general public.

1. 2. 3.

Over the years, Microsoft has used a number of distinctive logos, all of which are instantly identiable. However, the original Microsoft logo was created in less than a day by co-founders Bill Gates and Paul Allen.

4.

One of the company's most well-known software offerings is Microsoft Ofce, which includes favorites like Microsoft Word, Excel, and PowerPoint. Despite the obvious connection to Microsoft, some people would be surprised to learn that Microsoft Ofce rst appeared on the Mac before moving to Windows.

While the typical Microsoft employee may come to mind as a serious coder, they prefer the seriously adorable moniker "Softie." The average softie is a male American resident who works for a company with more than 180,000 people worldwide.

KNOWLEDGE GAPS ALL BUSINESS LEADERS SHOULD ADDRESS IF THEY WANT TO BE SUCCESSFUL

Aseveryoneisaware,weareallinundatedwith

informationinthisageofInformationTechnology andBigData.However,informationisnotthe sameasknowledge.Whiletheinformationonjustabout everythingisavailableatyourfingertipstoday,itistrue knowledgethatwillallowyoutodothingsinanoptimum way,avoidpitfalls,andadvancedirectlyonthebestpathto success.

Inthebusinessworld,alackofadequateknowledgeabout thecriticalaspectsofrunninganenterpriseandachieving objectivescouldbethedeathnailinyourcompany’scoffin. Inparticular,therearecertainknowledgegapsthatcanbe detrimental.Soifyouhaveblindspotsinanyofthebelow areas,itiscriticaltoworkonbuildingyourknowledgein theseregardsifyouwanttobesuccessfulinbusinessand causeKnowledgeGaps.

FinancialManagement

Eveninthismodernage,manyorganizationshavebeen reluctanttoembraceadvancementsinfinancial management.This,however,canbeabigmistakeandcan putyourbusinessatrisk.Oldtimeshavegone,andthe modernworldhasfreshconceptsandtoolstomanage variousfinancialaspectsofanycompany

Theseincludesoftwaretoolsforhandlingexpensesand income,financialstrategies,projections,andplanning.Any businessownerwhoturnsablindeyetofinancial managementputstheircompanyatriskoffailure.

Technology

Inbusinesstoday,thefoundationofeveryprocessis technology.Itissomethingthattouchesallaspectsofany

organization.Embracingthelatesttechnologyandusingit efficientlywillhelpyoutoimproveeveryaspectofyour business.Forexample,Fintech(financialtechnology)tools allowyoutostreamlineyourfinancialmanagement processes.

Arealbusinessleadermusthaveadeepunderstandingof thelatesttechnologyandhowitcouldimpacttheir business.Whetheritistomanagefunds,marketproducts, orcontrolproduction,youhavetounderstandthe indispensableroleoftechnologyinitandensureitstimely deploymentintherightwaytoachievesuccess.

DigitalMarketing

Digitalmarketingisnothingbutmarketinggonetech becausetheword‘technology’issynonymouswith‘digital’ today.Mosttechnologieshavetransformedintotheirdigital versionorareheavilycontrolledbydigitalprocesses.The riseoftheinternethasgraduallyside-linedtraditional marketingmethods.TheCOVID-19pandemichasdriven thelastnailsintothatcoffin.KnowledgeofDigital MarketingisthemostimportantoritwillcauseKnowledge Gaps.

Today,therearecountlessdigitalmarketingmethodsfor almosteverycompany,withahostofnewadvantages comparedtotraditionalmarketingmethods.Business leadersshouldbeacrossthelatestdevelopmentsofdigital marketingandtheirbenefits,suchasinteractive promotionalcampaigns,targetedads,instantcustomer support,andAI-basedchatbotservices.Thisknowledgecan helpthemfillanyKnowledgeGapsintheirorganization.

Innovation

Anorganizationwithoutinnovationinitsproductsand servicesintoday’sadvancederawillnotthriveintoday’s competitivemarket.Innovationmeansleveragingstate-ofthe-artcapabilitiesforprovidingsolutionsthatmakelife better,moremeaningful,andovercomedifficulties.Italso meansadaptingtochangingtimesandstayingabreastwith themostmoderndevelopments.Manyorganizationsthat werepreviouslybignamesarenowheretobeseenthese daysbecausetheyfailedtomovewiththetimes.

Providingthesameproductsandofferingthesameservices, allinthesamewayforyearsonendisasureticketto disaster.Whilelargecompaniesfellonhardtimesduetoa lackofinnovation,theirplaceinthemarketwastakenby newstartupsthatquicklymadetheirmarkwiththeir

innovativeproductsandservicesthatmetthedemandsof time.

RegulationsandLegalFormalities

Legalisanotherareathatisalltoooftenignoredbymany businessleaders.Intoday’sworld,businessesareboundby aplethoraoflawsandregulations.Notonlythat,but violatingsuchregulationscouldleadtosignificantfinancial penalties,andmayevenleadtothebusinesshavingtoshut down.AlackofKnowledgeGapsofthelawisnoexcuse. Whetherbigorsmall,everycompanyneedstofollowthe letterofthelaw.EvenMarkZuckerberg,theCEOofthe socialmediagiantFacebook,hasbeeninandoutofcourt forsometimenowbecauseoflegalquestionsoverthe company’sinformationmanagementanduserprivacy.

Whetheryouareanewentrepreneuroranestablished businessleaderit’snotuncommontohaveKnowledge Gapsinyourknowledgeincertainareas.Afterall,noone canbeanexpertineverything.However,leavingeven minorknowledgegapsincertainareascouldprovefatalto thesuccessofyourbusiness.Youdon’thavetobe knowledgeableineveryarearelatedtoyourbusiness,but workingtocoverandbridgeanyKnowledgeGapsin certainareas,suchaslegal,technology,digitalmarketing, orfinancialmanagement,willhelpyoutotakeyour businesstothenextlevel.