The document discusses embedding customer knowledge to drive smarter decisions. It argues that generating business intelligence through research and analysis is not enough - findings must be organized, simplified, and effectively communicated to decision makers. To do this, companies must understand what knowledge their executives have, when they know it, and how relevant it seems. They must also manage their overall "knowledge asset" by identifying the most important facts and filtering out misleading information. Finally, companies need to view insight as an investment rather than just a cost, and measure their "Return on Analysis and Research" to encourage executives to properly value customer knowledge in their decisions.