The Right Way to Use Competitive Intelligence

22/03/2018

Great article from Ben Gilad, published at HBR. Read it all at: https://hbr.org/2016/06/the-right-way-to-use-analytics-isnt-for-planning

The solution is probably not easy, but it comes down to four radical changes:

  • Manage talent differently. Executives must actively recruit and promote on tolerance of ambiguity mindsets where the unexpected builds perspectives.
  • Use competitive intelligence differently. Companies must utilize the intelligence team specifically for insight management, not as an information search-and-distribute function. At the minimum, institutional intelligence's crucial role should be supporting a change in perspective. Optimally, it will foster an organizational culture thriving on ambiguity outsmarting stability-seeking competitors.
  • Work together. Easier said than done, but the parallel from the military is that the intelligence analyst should be side-by-side with the decision maker at all times, not down the hall or in a different building.
  • Study personal use of intelligence. Corporations spend a fortune studying aspects of employees' behavior, developing organizational learning, assessing performance, and providing feedbacks. They spend almost nothing trying to understand, chart and overcome obstacles for using intelligence inside the organization. This is not another "HR job." It is at the heart of avoiding half-billion dollar loss like Nestle's or nasty disappointments like that of Novartis.