As consumer companies make better products at lower cost, it becomes harder to differentiate among them. Therefore, advantage has shifted from supply-side capabilities to demand-side strategies, from upstream processes to the downstream go-to-market activities of pricing, trade spending, marketing, advertising, and sales. Today, success comes not just from raw data, but its transformation into strategic information. It is in organizing for adaptability and responsiveness that the soft stuff becomes the hard stuff - and therein lies lasting advantage.