Outside Insight is a new decision Paradigm for mastering a new digital reality, where Porter’s five forces can be tracked in real-time.

Conventional decision-making primarily relies on internal data and largely overlooks the wealth of external data that has become available on the internet. Companies that don’t incorporate external information into their decision-making processes will make less informed decisions and, over time, fall behind competitors that do.

In Outside Insight, entrepreneur and Meltwater CEO Jorn Lyseggen describes the valuable and underutilized insights that can be found in the information that companies and people leave behind on the internet- our ‘digital breadcrumbs”. He shows how these can be used to create powerful intelligence that greatly benefits decision-makers across a company, from marketing and communications to product developers, executives, investors and more.

Using practical examples, from leading brands such as Apple and Facebook, to their quickly-growing competition, the book demonstrates how publicly available data types such as job postings, online news, social media, online ad spend, and patent applications create a treasure trove of rich competitive intelligence.

Outside Insight is a practical guide in how to break out of conventional decision-making and adapt to a new digital reality. It shows how you can harvest external information to create a powerful information advantage.