It's raining, it's pouring, what vital business intelligence are you ignoring?
The next explosive area of business opportunity and risk may well be weather forecasting.
The opportunity will accrue to those owners and entrepreneurs who understand that a new era of meteorology has dawned and view weather forecasting as an inextricable form of business intelligence.
The risk is that myopic executives may cling to the mistaken notion that weather forecasts — "notoriously inaccurate" — are only about what to wear, how the morning commute might be impacted, and if they should bring along an umbrella when the go outside.
In his new book, Cloud Warriors: Deadly Storms, Climate Chaos―and the Pioneers Creating a Revolution in Weather Forecasting, veteran journalist Thomas E. "Tom" Weber debunks two prevalent myths: 1.) That weather forecasts are frequently way off, and 2.) That the weather doesn't have an impact on almost every company, directly or indirectly.
Tom is the former executive editor at TIME who oversaw the magazine's cover stories and feature journalism. Earlier in his career, he served as a technology reporter, columnist, and bureau chief at The Wall Street Journal.
Powered by artificial intelligence, machine learning, and the internet of things, weather forecasting — even micro forecasts confined to small geographic areas — has become vastly more accurate.
Importantly, better forecasting saves lives by correctly predicting threatening hurricanes, tornadoes, wildfires, and floods well in advance and preventing catastrophic damage to vital infrastructure.
Savvy companies — big and small — are already investing in weather intelligence, and the imperative for those who have yet to get on board will only grow in the years ahead.
[Be sure to visit Tom Weber's website here.]
Monday Morning Radio is hosted by the father-son duo of Dean and Maxwell Rotbart.
Photo: Thomas E. Weber, Cloud Warriors: Deadly Storms, Climate Chaos―and the Pioneers Creating a Revolution in Weather Forecasting
Posted: October 6,, 2025
Monday Morning Run Time: 1 hour and 3 minutes
Episode: 14.18
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