Podcast: George Day: Keeping an Eye on Distant Events that Can Make or Break Your Company

In Wharton marketing professor George Day’s world the term ”peripheral vision” means the ability of companies to detect interpret and act on distant signals whether a rumor heard about a new rival a newspaper article about a new medical device or the popularity of a blog started by a dissatisfied customer. Day and co-author Paul Schoemaker have written a book entitled appropriately enough Peripheral Vision: Detecting the Weak Signals That Will Make or Break Your Company designed to help firms avoid being blindsided by unexpected events. According to the authors only 20% of companies have succeeded in developing peripheral vision well enough to stay ahead of their competitors. Day talked with Knowledge at Wharton’s Mukul Pandya and Robbie Shell about his book.

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