But I just bought this expensive, fancy data warehouse and reporting software? What do you mean I don’t have business intelligence? 

A rampant thought amongst executives in the throes of their first business intelligence initiative is that if they have business intelligence tools then they must have business intelligence. That is sort of like saying “because I bought a steak at the grocery store, then I have dinner”. Sure you have the potential for dinner, butonly after you have properly seasoned and cooked the steak does it become a meal. Business Intelligence (BI) is no different.

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