Behavioral targeting

A Portrait of Competitive Intelligence, A Field of Expertise in Reconstruction


I read with great interest the Competitive Intelligence inventory (CI for the initiated ) Eric Hansen came up with. An interest increased by the fact that I am a teacher on is a topic.

CI : an organized world

Its reading reveals an environment in which everything can be conceptualized and modeled, where everything is predictable and can be predicted on a medium / long range term vision. Therefore, the success only relies on the quality of the product and / or service delivery. And this quality mainly relies on the skills and experience of those who practice CI: graduates, alumni of military intelligence, etc. There is no need for a marketing or commercial communication approach, since the quality of the product or service attracts and retains the customers’attention, so that the money pays employees’ skills or Consultants who, on a daily basis, develop and improve innovative products or services designed to attract new prospects. An unstoppable approach at first glance.

Business : a world of improvisers

But an approach that reveals its weaknesses: the product and / or the service of which the merits are vaunted do not target the prospects behavior. Prospects who, to reduce risk taking, have opted for a short-term vision . The processing and evaluation of the information on which their decision-making is based lies on a time frame CI practitioners can not understand : in a complex world, catching the moment is easier than exploiting an obsolete past or an illegible future. Why should they try to foresee when reacting is enough ? In order to succeed, just navigate by sight, and let winds and currents bring you. Where ? Whatever the destination, you will always end up somewhere. In such a complex society, aren’t all these plannings vain ? Why should we worry today about what will have changed tomorrow? In this world of permanent improvisation, CI’s vision, considered outdated, is rejected.

CI / business relationship: a common language to be found

CI suffers from a second weakness : its lack of readability . Risk management, influence, standardization, Knowledge Management … These are general terms that do not mean anything to decision makers, who find them too complicated to understand. Yet, replace influence by social media management , press relations or marketing , and business people will see what it is about. If, instead of talking about Knowledge Management , you talk about training , everyone will understand. And certain words, such as strategy or management, must be erased from the vocabulary, for the reasons previously explained.

On this point, my agreement with the article written by Eric HANSEN is tinged with a nuance: yes, CI has penetrated all the services of any organization and yes, the achieved result is sufficient. The old dream of CI professionals to see their field of expertise integrating every Department of the Company has become a reality. Except that it was realized without CI people, and that the vocabulary has changed. CI professionals have been robbed of their materials by others, because they have not been able to, know or want to put themselves within the reach of those whom it was destined. And now, they will have to adapt to this change. Or disappear.

Of course, I can help you with this change. For this, contact me.


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