The stakes have never been higher for enterprise organizations to take decisive action. Yet, to prioritize our actions, we need a reasonable way to predict their outcomes. This means that business leaders need better ways to understand their potential choices, including more actionable data, better predictive models, and feedback loops that allow faster learning over time.

This premise forms the foundation of Priority is Prediction: Seven Principles to Guide Enterprises Toward Better Decisions and Greater Outcomes. In this latest book from best-selling author Greg Kihlström, the future, data-driven enterprise is described and its requirements are outlined in practical ways, using advice based on real-world experience and hypothetical examples as a means of making the abstract practical.

Drawing on Kihlström’s experience working with some of the world’s top brands, as well as hundreds of interviews with Fortune 500 customer experience leaders and industry-leading platform marketing technology executives and thought leaders for this book and his podcast, The Agile Brand with Greg Kihlström, the blueprint to achieve a customer-centric, sustainable platform for predictive growth is made tangible. The book also features a foreword by Simonetta Turek, Chief Product Officer at Medallia.

Priority is Prediction is Kihlström’s follow-up to his book Priority is Action, which provided a reality check on the difference between a strategic priority and business realities. His other books include the internationally best-selling House of the Customer (2023) and his The Agile Brand Guide series of short-read books on marketing technology platforms and concepts.