Business in Canada is changing and you might feel like you’re stuck in a perfect storm of uncertainty. There are the aftershocks of the 2008 recession, towering commodity prices, and a dying commodity super-cycle to contend with. Being at the mercy of a tempestuous economy can feel like navigating an angry sea in a canoe: oil prices that are low despite high-demand; a deflated Canadian dollar that has increased the cost of imports and lowered the cost of exports and value-oriented consumers whose expectations are at an all time high. Knowing your business can no longer find safe haven in the strength of Canada’s resource industries, you realize you have to steer it away from that traditional route and consider new lanes to grow, both at home and abroad. This is the ‘new normal’ for Canadian business and, like an economic version of climate change, rapid change and volatility are the only certainty. Don’t fret though; rather, invest in a knowledge-based innovation economy. At the World Economic Forum in Davos, Switzerland, Prime Minister Justin Trudeau said that Canadian businesses need to become known for its resourcefulness, not its resources. By steering your company in a more dynamic direction, and finding new ways of doing business, your company can learn to thrive in today’s economy. You already have the most important resource you need to do this: your proprietary data. Take a long hard look at how you operate, then ideate, diversify and develop learnings. Your data is the gateway to new knowledge-based avenues and models that will lead to new opportunities and ways of operating. Proprietary data is the currency of the future. When it’s leveraged properly, it can be a key differentiator for you. Not only can it help you galvanize the way you do business, but it can also help you stay on top of trends, quickly adapt to change, stay competitive, and mitigate the risk involved in innovating by unlocking key insights and foresights. Data can drive value for you by enhancing customer relationships, increasing sales opportunities and productivity, streamlining operations, cutting down costs, changing corporate culture and identifying new markets. You can use it to reinvent your business so it’s better positioned to overcome the challenges presented by a quickly changing economy. Data can give you direction when you don’t know where to go. You may be thinking “easier said than done,” but the good news is that, in this digital era, your business will have stored heaps of data you can use - how you operate, who your customers are, what they buy and much more. The not-so-good news is that you have to be able to quickly make sense of it all. That’s where Microsoft Dynamics comes in. On top of making data manageable, accessible and actionable, it’s both easy to use and fast. Its customizable Intelligent Customer Engagement and Intelligent Operations Solutions as well as its supply chain management and business intelligence and reporting, can help your businesses quickly adapt to change by streamlining data across your organization in two crucial areas: customer engagement and intelligent operations. Using the Microsoft Cloud, Dynamics will help your business remove internal barriers, unify disparate workforces and processes, create insights that will enhance your ability to predict the future, reinvent productivity and easily scale up or down. Ultimately, Dynamics will help your business fully harness your proprietary knowledge to free up resources, innovate and find new and better ways of doing business. That’s how you can flourish in the ‘new normal.’ To see how you can drive knowledge based innovation in your business, try Dynamics CRM and ERP today.