... information so that it is easily retrievable andlearning can be extracted from it.Many companies, especially those resulting from mergers or ac-quisitions, have ended up with incompatible data systems. ... greater sustainablecompetitive advantage can come from discontinuous innovation, al-beit at a much greater cost and risk. The risk comes from severalfacts: The technology is evolving, there ... public does not know what is possible. We do.”39The truth is that ideas can come from anywhere, and not only from customers or the lab. Every firm is a potential hotbed of ideas,except the company...