As we begin 2012, many of us are reviewing potential corporate growth strategies and determining how to allocate resources for the year. While our company’s goals might be clear, the optimal process for achieving results and a return on investment is not usually as well defined. Life, Optimized features David Rhoads, a Principal at Fahrenheit Consulting Group, to discuss how Voice of the Market (“VOM") research can be an effective technique to make informed decisions on investing capital and avoiding the pitfalls of a bad investment. VOM is a sframework for engaging with customers, investors, and industry thought leaders. The process provides specific steps for thinking through a company’s opportunities and weaknesses and determining a game plan for achieving results, prior to making an investment.