We are BI specialists. We compete with much larger generalist firms effectively and successfully. Generalists spread their knowledge-building efforts more widely. They also have problems retrieving, and applying knowledge to client problems. Where large, unfocussed firms find innovation difficult, our reputation among competitors is for innovating. For generalists, BI projects are not core business and experienced people are scarce. BI projects are smaller than average. Since the work is demanding of both technical and business skills, senior resources are required. This reduces margins and makes the project less attractive to generalist firms. These factors increase implementation risks for clients who use generalists.