I'm always surprised when we meet with a management team and they don't have a "picture" of the market landscape in which they operate. That "market view," commonly referred to as market intelligence, is the systematic gathering, analysis, and management of external information that affects an organization's strategy, market positioning, and sustainability. Why is having this market view so important? Most provider organizations—at least those with limited budgets and resources—are operating in a changing market. There is new competition from non-traditional organizations, new reimbursement models, and new technologies. Not to mention changing consumer preferences . . .