We turn the light on before coming into the dark room. The light helps us to see the state of things in the room and to find what we have come for. And yet - it helps us not to cause chaos and not to be injured.
This has much in common with entering the market. The market is a dark room or even a dark house before conducting the targeted analysis. And to find the room, and then the needed things in it we have to turn on the lighting.
Without the "light" of analytics, it is also impossible to determine one's current position among the competitors. To answer the question "Where are we?", one needs to look around and correctly interpret the things seen.