Get Sharp

You know about the free chapter, right? Download the PDF (300kb pdf)

Inside Competitive Intelligence Advantage

If you’re in the market to make better business decisions, you need Seena Sharp’s book. It’s like having a competitive intelligence coach on the payroll.


Introduction: Required Reading (Yes, Really)

Chapter 1: The Emergence of the Hapless Executive
Knowing more and more about less and less; blind spots; the curse of success; taking control.

Chapter 2: Defining and Refining Competitive Intelligence
What it is and what it’s not, types of intelligence, change is the new normal, CI versus market research, scenario planning.

Chapter 3: Competitive Intelligence: What You Don't Know Will Hurt You
Starting with customers, not competitors; the supplier aspect; direct, indirect and substitute competitors; culture and economy.

Chapter 4: Why Fixating on Competitors is Misguided
The case against competitor intelligence; detect opportunities from change; differences worth noting; evaluating strengths and weaknesses.

Chapter 5: Three Critical Distinctions
The intelligence pyramid; components of data, information and intelligence; strategy and intelligence; data rich/information poor; intuition, gut and experience.

Chapter 6: All Information is Not Equal
Evaluate what you know against current reality, relevance, value; asking the right questions; defending obsolete “knowledge”; customer loyalty versus company disloyalty

Chapter 7: Knowing When and Why to Power Up the CI Engine.
Seeking growth opportunities; line extension; market entry, strategic planning, validating assumptions, leveraging current capabilities, and when making a substantial purchase.

Chapter 8: Next Steps For You and Your Company
Get up to speed quickly; value dissenting voices; feed the company mind-set; watch for anomalies; tap the blogosphere; create a CI culture.

Chapter 9: Understanding and Evaluating Information Sources
Traditional sources and overlooked/new sources; CI software; the invisible Web; blogs, social media, crowd sourcing and groupthink; researching online and offline; conventional wisdom.

Chapter 10: Performing Like a CI Pro
Know the questions; best practices for generating CI; qualities of CI content; characteristics of a CI practitioner; knowing when you have enough information.

Chapter 11: Demystifying Competitive Intelligence, One Myth at a Time
Thirteen fallacies deconstructed and disproved.

Chapter 12: What's In It For Me?
Sixteen specific ROI benefits to making competitive intelligence a management priority.

Chapter 13: Playing by the Rules, SCIP, Resources
Ethics; professional associations; reading, courses and programs; typical titles for corporate CI departments.