Analysing weak signals for competitive & marketing intelligence

Arthur Weiss Case Studies, Competitive Intelligence, Competitive Strategy 6 Comments

There is an approach to analysing weak competitive intelligence signals that can help sort the wheat from the chaff. When you have a collection of weak signals don’t treat them all the same but categorise them, and then examine the source and why the information became available. 4-corners analysis and hypothesis testing can then be used to make decisions based on weak signals.

Analysing weak signals for competitive & marketing intelligence

Arthur Weiss Case Studies, Competitive Intelligence, Competitive Strategy Leave a Comment

There is an approach to analysing weak competitive intelligence signals that can help sort the wheat from the chaff. When you have a collection of weak signals don’t treat them all the same but categorise them, and then examine the source and why the information became available. 4-corners analysis and hypothesis testing can then be used to make decisions based on weak signals.

Attacking a castle – or a competitor!

Arthur Weiss Competitive Intelligence, Leadership & Management, Marketing Principles Leave a Comment

The leading management guru, Rosabeth Moss Kanter’s, latest blog post discusses ways to attack a castle: Four Ways to Attack the Castle — And Get a Job, Get Ahead, Make Change. Although the article is talking about job-seekers and change agents, the same applies to competitive intelligence and strategy, and I’ve sometimes used the same analogy in my training courses. So how does attacking a strong fortress compare to competitive intelligence collection. Well – the approach that some still seem to think the best approach – is the full frontal attack. Go for the key contact and hope that they will speak to you. The problem is that these people tend to be surrounded by gatekeepers, guards and you may not even get their name, never mind getting to speak to them. This is the corporate equivalent of having hot oil poured down upon you. Moss Kanter describes four other …

Emotional responses

Arthur Weiss Competitive Intelligence, Leadership & Management, Online & Search Issues Leave a Comment

I’ve not posted anything for months – not because I’ve not had things to post, but because of work pressures, and perhaps also not having anything I thought worth posting. That’s not to say that things haven’t happened – but others will have posted on the London Online conference, the SCIP annual and European conferences in San Diego and Bad Nauheim, Germany, and the AIIP annual conference in Pittsburgh. I attended all – and each was worthwhile in its own way. (My favorite was AIIP – but then this is such a great organisation anyway!). In the last few months I’ve also been to China where I led a workshop on CI, and on a personal level, celebrated my oldest nephew’s wedding in Jerusalem and saw the loss of my father a month later. So what has prompted this post? Well I try and link ideas to marketing and competitive …