Companies need to have the right information at the right levels of the organization through appropriate communication channels established so that the people who are required to have the information have it when they need it and are informed in a timely manner. Right. Ensuring action on information is also important. The author highlights this in chapter 8, how to avoid signal loss and the importance of vital information signals. The Seven Habits of Extraordinarily Unsuccessful People. In chapter 9, the author presents seven habitual traps that CEOs fall into, such as “They stubbornly rely “on what worked for them in the past” was the case of Ed Schwinn who insisted on providing a product to a market which no longer exists. There are numerous warning signs that the author highlights in chapter 10, such as distracted CEO with excessive hype, complicated terminology, unnecessary complexity and out-of-control speed, all these are traps to avoid and keep an eye out for when predicting the future of the 'agency