ConfidenceDNA is fundamental to an organization’s ability to grow. If GrowthDNA is the genetic code that predicts business outcomes, ConfidenceDNA is what drives the success of those outcomes. ConfidenceDNA comes from Market Intelligence insights that help define your organizations’ growth path and potential. Organizations without ConfidenceDNA tend to stay close to the status quo, stuck in the world of incrementality. Company’s who possess the right Market Intelligence make bolder, bigger decisions that take advantage of market opportunity that already exists but may not be part of the current operating equation. Examples include adding a new market, or changing the lead marketing message, adding a key new product, or changing up the selling approach to the market. If you would like to reach the next stage of growth, your organization needs to develop a systemic approach to gathering, analyzing and acting on Market Intelligence.