reports we see are monthly and are received two weeks after the end of a period. Yet we consider them the best source of data that can be acted on, and we base tactics and behaviors on these reports.

In today's warp-speed environment, when the life cycle of a sneaker product is six weeks, acting on month-old information is simply not fast enough. It lets a full month to go by before mid-course corrections can be made, trends reversed or reinforced, and timely recognition given to major accomplishments.

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