The Secret Language Of Competitive Intelligence

THE ART OF SMART . . . how not to get blindsided by the competition Your key competitor has a cost advantage and you can’t for the life of you figure out why or how. • A new technology or competitor is on the horizon that will completely upset the applecart in your business as Google is now doing in advertising and Wal-Mart has done in retailing. • You think a key competitor may drastically drop prices or perhaps roll out a significant new product. What can you do to ascertain what their major moves will be? Competitive intelligence, the ability to see through or stay ahead of your competition, is the unspoken, hidden key to success. It is the means to knowing a customer’s strategic thinking, a rival’s cost structure when making a bid, or a competitor’s new product plans. Much as in a game of chess, you must think many moves ahead of your rivals—exactly the advantage competitive intelligence can give you. Leonard Fuld provides the tools to cut through the smoke screens and rumors that distort reality and shows: • How to avoid becoming your own worst enemy by removing blinders that can hide a competitor’s threatening moves • How to see your competitor’s vulnerability and take advantage of the easily exploitable opportunities it presents • How to run a war game to anticipate a rival’s pricing moves, new product introduction, or distribution strategy, and even to avoid being surprised by new entrants who play by different rules altogether For more than twenty-five years, Leonard Fuld has been developing groundbreaking ways for managers to stay two steps ahead of the competition, providing effective ways of finding out about pricing, new product rollouts, strategic alliances, outsourcing, and cost of operations. In The Secret Language of Competitive Intelligence he shows how to take data that is widely avail-able to everyone, think critically about it, and convert it into highly refined intelligence that leads to effective market-based decisions. Table of Contents DISRUPTIONS, DISTORTIONS, RUMORS, AND SMOKE SCREENS: Page 1 Just Another Day in the Office Chapter 1 THE ART OF SMART: Page19 How Intelligence Insight Helps Win the Game of Risk and Reward Chapter 2 REALITY BITES: Page 45 Remove the Blinders Chapter 3 WILL GOOGLE BEAT MICROSOFT?: Page 69 Using War Games to See Three Moves Ahead Chapter 4 MAKE ME INTO A PEPPERONI: Page 119 Seeing the Trees to Understand the Forest Chapter 5 EARLY WARNING: Page 135 Getting Intelligence on Competitors That May Not Exist in a World That Has Not Arrived Chapter 6 THE INTERNET HOUSE OF MIRRORS: Page 165 Seeing Through the Confusion to Gather Intelligence Gems Chapter 7 COMPETITIVE FOG: Page 211 How Rothschild, Buffett, Walton, Dell, and Branson Saw Clearly and Others Did Not Chapter 8 DAY TO DAY: Page 237 Integrating Intelligence with Your Work Chapter 9 THE BIG UNANSWERED QUESTIONS: Page269 Notes 285 Acknowledgments 293 Index 297 From the Hardcover edition.

Revealing their secrets for monitoring competitive forces and keeping on top of the trends, opportunities, and threats within their industries, this book presents 15 leading CI researchers and their hard-earned secrets.

A corporate consultant shows how to employ business intelligence to maximize profits.

In the first book designed for businesses of all sizes and managers at every level, Larry Kahaner explains the increasingly vital practice of competitive intelligence and how American companies can use it for success. With a wealth of case studies, Kahaner shows How to profile your competitors' executives to unmask their decision-making processes The line between legal and illegal or unethical activities How to protect your own company against your competitors' intelligence operations COMPETITIVE INTELLIGENCE is a practical guide to turning raw information into priceless knowledge and winning business strategy.

Tested-in-the-trenches competitive intelligence techniques used at today's top companies This book brings together the best thinking and practices in competitive intelligence (CI) currently being used at many of today's most successful companies. Featuring contributions from leading industry executives, it covers CI strategies across a wide range of business functions, including marketing and sales, market research and forecasting, product development, and teams. The only book on the subject offering a comprehensive view of CI, from the CEO down to the tactical CI team Numerous case studies vividly illustrating cutting-edge CI techniques in action