> any average executive team can follow the spreadsheet. But what makes a team truly exceptional is the ability and wisdom to identify and act on the subjective

> any average executive team can follow the spreadsheet. But what makes a team truly exceptional is the ability and wisdom to identify and act on the subjective and immeasurable qualities of the business. This precisely. The spreadsheet explains your limitations, not your potential. No spreadsheet can truly predict demand. The best example is in marketing - you can give a marketing department $50 million to light on fire, or the right person in the right place at the right time can do the right thing and set word-of-mouth ablaze without spending a dime. Having a $50 million marketing budget doesn't allow you to control the outcome, it merely limits you to spending no more than $50 million in coming up with your own approach. It's not the same thing.