After the QB says "Hike"

If you are not a fan of American football, you may not be familiar with the metaphor that I am using - but football fans should have no problem following this discussion.

Our team's General Manager sends scouts to watch the opposition. They may even watch videos of the opposition's Offensive team in action.

Our team's defensive Coach has created a bunch of killer plays. For a week or two, the defensive team practices play after play geared to take advantage of all the information which has been gathered about the opposition's QB and his style.

Then comes game day and our Defense is ready for the opposition's first play.

The opposition's QB says "Hike."

But the play that the opposition runs is one that has never been seen before - and our team's defense is completely unprepared.

Many companies are caught completely off guard when the market does something unexpected. Can you dance with the market?

Jeff Cornwall wrote "The Risk of Assuming the Market wants 'A', when it Really wants 'B'."