Leveraging external or third-party data gives your business the ability to look beyond internal understanding and incorporate it in your decision-making. This data could come from almost anywhere, whether that be customers, vendors, or third-party databases. Interestingly, a research report conducted by MIT Sloan also found that those who are willing to share data could increase their influence in the industry ecosystem. Using external data can help validate assumptions by giving real-world context to your decisions, knowing customers better, and knowing what other options you have.