A zimuth is the distance between a fixed object and an observed one. It is calculated in degrees in navigation but in business we measure in currencies and ratios. When everything around you is moving the fixed object is you, and your position is relative to the precision of your measurements. Knowing how your peers move in this constant flux of events is similar to the search of a trade route that obsessed merchants from the renaissance. The best route brought fortune, not always the safest, nor the fastest but the one that brought you back with a profit; precise information and a keen navigator are still your best bet.
Performance Benchmarking has the capacity to transform that search of a trade route to a yachting competition. You will know how everybody moves, who has the wind and who fight the wave, how distant you are from your competitors but, where all your competitors can do the same evaluation. Our proposition change the race by removing the identity of the ship and her captain, a competition between yourself and your will to perform.