Out of the Baseline
Establishing the baseline is not easy.
It represents what things look like at a moment in time. This reflects some reality, but not necessarily reality.
The baseline is almost always incomplete. It can't account for everything, but it can account for what is relatively easy to measure. Things that are easy to measure never tell the whole story.
The baseline, like much data, can be misleading.
At best, it sets an expectation of what normal is. While in many cases that is better than nothing, bigger insights and bigger breakthroughs come from thinking out of the baseline.