 Principle 4. Leverage insight on customers and competitors. A great team may thrive on the practice field, but while they've been improving their skills, their rivals have also been training, and the fans have higher expectations than ever. Remember that developing an organization for the long term means studying both your own game and that of your rivals. While your team is focused on implementing your strategy, stay mindful and observant of your customers and competitors in the world outside. Dig under the surface of the marketplace to uncover major risks, unknowns and dependencies. There are insights to be gathered and lessons to be learned. What are your customers telling you? What do the market trends mean for your industry? And how are you going to adjust to these realities and potential threats? In any competition, the advantage flows to those who stay aware and decisive and react quickly with the right adjustments to both strategy design and delivery. So never underestimate your opponents, play to win, improve your skills and deliver a valuable experience to your fans.