Competitive Intelligence Advantage: How to Minimize Risk, Avoid Surprises, and Grow Your Business in a Changing World
A practical introduction to the necessity of competitive intelligence for smarter business decisions-from a leading CI expert and speaker
In Competitive Intelligence Advantage, Seena Sharp, founder of one of the first Competitive Intelligence firms in the US, provides her expert analysis on the issues and benefits of CI for today's businesses. CI is critical for making smarter business decisions and reducing risks when formulating strategies, leading to more profits and fewer mistakes.
This is a practical guide that explains what CI is, why data is not intelligence, why competitor intelligence is a weak sibling to competitive intelligence, when to use it, how to find the most useful information and turn it into actual intelligence, and how to present findings in the most convincing manner. Importantly, Sharp argues that businesses would benefit from shifting their perspective on CI from viewing it as a cost to viewing it as an investment that saves money and provides immediate value.
- Author Seena Sharp is a noted CI expert who established Sharp Market Intelligence in 1979
- Addresses all the most common myths and misconceptions about CI
- Includes more than sixty examples of when to use CI
- Completely explains the ins and outs of CI, and why your company will act faster and more aggressively with CI
Competitive intelligence is a management tool that is misunderstood and underestimated, yet results in numerous benefits. If you are a senior level executive or operate a business-and you aren't tapping the power of CI to improve your decision making-you are missing a potent advantage.
1 The Emergence of the Hapless Executive.
2 Defining and Refining Competitive Intelligence.
3 Competitive Intelligence: What You Don’t Know Will Hurt You.
4 Why Fixating on Competitors Is Misguided.
5 Three Critical Distinctions.
6 All Information is Not Equal.
7 Knowing When and Why to Power Up the CI Engine.
8 Next Steps for You and Your Company.
9 Understanding and Evaluating Information Sources.
10 Performing Like a CI Pro.
11 Demystifying Competitive Intelligence, One Myth at a Time.
12 What’s in It for Me?
13 Playing by the Rules, SCIP, Resources.
About the Author.
—Jane Applegate, columnist and author of 201 Great Ideas for Your Small Business
""After reading this book, you will see your business differently, because you will see the work differently...a set of new opportunities to exploit.""
—Steve Moya, consultant and former senior vice president and chief marketing officer, Humana, Inc.
""Seena Sharp has done it again! This incisive book clears through the clutter that encumbers so many others on competitive intelligence. And Seena's no-holds-barred style rings true as she pierces several myths surrounding vaunted business decision-making, and the holy grail of crunching business data.""
—Paul Kinsinger, Professor of Business Intelligence, Thunderbird School of Global Management
""Seena Sharp has always provided her fellow professionals and clients a fresh and insightful perspective on competitive intelligence. This book fulfills those expectations.""
—Jan Herring, advisor to intelligence professionals, Meritorious Award Recipient, Society of Competitive Intelligence Professionals
""Seena's book provides the insight on competitive intelligence that all companies should embrace. The CI that Seena provided to our small manufacturing company directed a successful new product launch that would have otherwise failed.""
—Brian Grabowski, CWP, a Division of Berkshire Hathaway, Inc.