ABSTRACT
A logistics business will find some data helpful, while a tech company will see the usefulness in other data. So data becomes information when it is contextualized. Executives set the context for their organization, and lies a risk because that context relies on the lens through which they view events. Information is in the middle of the data/information/knowledge/wisdom stack. An executive with a different understanding of the information might choose to see opportunities and spin off a start-up to take advantage of the opportunities. Internal information as an input to organizations comes from many sources. Typically, executives look to their information systems, which is the immediately apparent source. In seeking inputs from the outside world, customer surveys and focus groups may be useful, but often non-partisan information can be much more valuable and informative and can help the organization build new products and services.
