Consulting: I know Princeton Consultants has always had a heavy focus on optimization, but why did you decide to write the book?
Sashihara: We’ve been focused on optimization as a small boutique firm for 30 years now. Optimization was traditionally always a nice-to-do, a nice-to-have for very high-end companies, but we now believe it is becoming a categorical imperative. People know a lot about analytics, but don’t realize that optimization is at the very high end of the analytics spectrum. I was trying to explain it to clients, and I realized that no real definition of optimization existed out there. So, I figured I’d write the book.
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