Use newer companies, like Google, as your benchmark

Rather than look to other 110-year-old, $30 billion global enterprises, which are all fighting the same battles, Ramleth and his team take a different approach. “Let’s go analyze the companies that had the privilege of starting in the last ten years and figure what they are doing,” he says. “Our benchmark shouldn’t be the best in our industry; it should be the best of breed regardless of industry.”