SD models offer a rigorous enterprise architecture for firms’ data. Pharmaceuticals firms are  blessed with huge amounts of data on just about everything. But a competitive war-gaming project just completed for one of the big players was surprising. Sure, we could get data on things needed to model the firm and its rivals, but this seemed to come from lots of different sources, in many different forms – mostly big spreadsheets and slide-decks.

The data was inconsistent ...