The document discusses how data and analytics have become a new source of competitive advantage. It notes that the C-suite is demanding more business results from insights like customer growth, revenue growth, and share growth. However, research teams often struggle to deliver real-time data and insights, provide a future view, and increase business impact due to limited delivery systems, data silos, and a tactical mindset. The document outlines seven critical steps for research teams, which include cultivating a growth mindset, observing rather than just asking, synthesizing data, democratizing data access, disaggregating the value chain, evolving industry business models, and rethinking skill sets to focus more on business outcomes and consultancy.