A company can speculate, but it does not know, factually,
how it ranks with the best companies in the specific, critical areas of performance
what magnitude of difference is required to close the gap
what nature of change is needed to achieve best-of performance
A company usually knows, in broad details, its comparative financial performance, but it does not know where the specific problems and opportunities exist for taking a significant step ahead. Therefore, any company can benefit from fresh, objective insight on its performance relative to the best.