Knowing what your fellow business owners (your competitors) don’t know can play substantially to your advantage. How well do you really know your customers? How well do you know your competitors’ customers? How well do you know the market in general? You need to know the answers to these and many other important questions now and several years from now in order to continue to lift the value of your business because your potential buyers are looking for a company with a distinct advantage in the marketplace. And that should be your company, shouldn’t it?