There is no such thing as perfect information
How do you learn and acquire new information?
Are you looking in the same places as yesterday, through the same lens of the same assumptions, within same boundaries, with the same parameters or the same logic?
Are you using the same method, are you asking questions you almost already know the answer to?
Are you using the same methods and tools as your competitor, maybe even as your whole industry?
To me information is a significant competitive advantage, but do we challenge our own ideas of what information is, where it can be found or accept that in our complex world we know almost nothing — and the only way to learn more (and not more of the same) is to dear to be surprised?
Go out and find information in a way that makes no sense to you — today.