© 2019 All Rights Reserved
© 2019 All Rights Reserved
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About Cookies OKWhat is Competitive Intelligence
This is an extract from a lecture we gave to MBAs, business school students & graduates at the University of Westminster in London. Watch for a taste or click here for the full lecture.
Contact us if you would also like us to talk to your employees or students on any aspect of competitive or marketing intelligence.
Businesses (and people) over time develop habits and patterns of working. Sometimes these lead to success. However often they stop management from seeing reality – especially when the business environment changes. Competitive intelligence can identify these business blindspots – both in the company itself, and in its competitors. Taking advantage of competitor blindspots is a major way that a company can beat its competitors, so it is crucial to understand one’s own blindspots so as to protect oneself from possible attack.
Business problems can be shown through humour. Humour allows businesses to take a step back and see a problem applied to a situation that appears different to their own. One can also sometimes see similar behaviour in one’s own organisation – thus highlighting a possible blindspot. Humour is just one technique for showing blindspots. Others include the use of drama workshops and story-telling, or war-gaming where the business environment is modelled and management try and take an external look at themselves and their competitive situation.
The following “stories” and office “theories” are taken from our humour database – with a random selection shown. Refresh the page for further examples.
The Six Most Important Words:
The Five Most Important:
The Four Most Important:
The Three Most Important:
The Two Most Important:
The Most Important:
The Least Important:
Another month ends
All targets met.
All systems working.
All customers satisfied.
Staff eager and enthusiastic.
Pigs fed and ready to fly!
However important it is to keep records, a culture that expects everything to be sorted at month-end is dangerous. Another example is where management set unrealistic targets, (perhaps even with penalties if they are not met). All that happens is that people "invent" or exaggerate what is happening, manipulating information so that it matches what management has asked for. Over time this becomes embedded in the culture - another blindspot.
Businesses (and people) over time develop habits and patterns of working. Sometimes these lead to success. However often they stop management from seeing reality – especially when the business environment changes. Competitive intelligence can identify these business blindspots – both in the company itself, and in its competitors. Taking advantage of competitor blindspots is a major way that a company can beat its competitors, so it is crucial to understand one’s own blindspots so as to protect oneself from possible attack.
Business problems can be shown through humour. Humour allows businesses to take a step back and see a problem applied to a situation that appears different to their own. One can also sometimes see similar behaviour in one’s own organisation – thus highlighting a possible blindspot. Humour is just one technique for showing blindspots. Others include the use of drama workshops and story-telling, or war-gaming where the business environment is modelled and management try and take an external look at themselves and their competitive situation.
The following “stories” and office “theories” are taken from our humour database – with a random selection shown. Refresh the page for further examples.
Based on ideas from BBC Television's The Office.
