Four data-strategy moves to create competitive advantage
Unlock competitive edge via four data-strategy moves: consolidate your knowledge, collaborate data clean rooms, deploy agents for data quality, and use error data....
by Amy Bonsall Published January 7, 2026 in Brain Circuits • 3 min read
The Saskatchewan Drivers’ Handbook emphasizes that it’s imperative to focus on the road ahead, not potential hazards. It’s not that you should ignore any stray cats, but rather that you’ll arrive faster and in better health (as will all wandering felines) if you’re aware of the obstacles but focused on your destination.
In fact, this is a basic tenet of any physical activity. The Inner Game of Tennis (a 50-year-old classic described by Bill Gates as “the best book on tennis that I have ever read [with] profound advice [that] applies to many other parts of life”) advises exactly this: know your direction and trust your body to get there. When you serve, focus on where you want the ball to land, not the angle of your arm as you swing.
Even those of us who are bad at sports know this adage to be true. So, why does it feel harder to follow in our careers or work when uncertainty is high?
It’s easy to be inundated with scary messages about the market. “There are no jobs.” “Consumers aren’t spending this year.” There’s not just one stray cat meandering in front of the car – there’s a whole litter. The truth is more nuanced: there are always jobs for the right fit, and people always spend on what matters to them.
Attention determines trajectory – a sound touchstone for when you’re facing uncertainty of any kind.
Looking ahead leads to forward momentum and gets you where you want to be faster: you create the future by focusing on it.
Founder of Light Actions by Collective
Amy Bonsall is the founder of Light Actions by Collective, a business that develops leadership capability at scale within organizations. The Light Actions system uses the creative process to help leaders move smartly and confidently through ambiguity. Bonsall previously built and led the Venture Design practice at IDEO, launching new businesses with companies like Google and John Deere, and later joined Old Navy’s executive team, where she co-led the reinvention of the Plus business. She holds an MBA from IMD. Find her on Instagram at @ambiguityhacks.
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