We don't know what we don't know. Making decisions on assumptions and instinct is fraught with risk. That's why Chief Outsiders almost always recommends a phase of each engagement to include digging up fresh insight from the marketplace.
Most companies' core competencies lie in operational management. That's great. But research shows that companies that can also develop strengths in market-facing skills - such as research, voice of the customer, competitive intelligence, ecosystem dynamics - these companies grow faster than their peers.
An outsider brings objectivity. Often, that's just what's missing from an executive team. Someone who can bring the market-based perspective. Ask the toughest questions. And lead the development a strategic go-to-market plan informed by fresh and compelling insight.