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COMPETITIVE INTELLIGENCE: Competitive Intelligence On a Dime
"You have to start with the basic premise that you need to know what your competition is doing." — Guy Kawasaki
Everyone has worked (or does work) with partners who see what their peers at "the other" firm are doing, and come to the marketing department to demand that the same be done at their firm. But these anecdotal comments are not strategic, so they are not valuable.
How do you develop useful information about what other firms are doing and take advantage of this to differentiate your firm? Competitive intelligence. The goal for your competitive intelligence program should be threefold: Understand your brand, identify your competitors and understand what makes them stand out. The more specific you can be, the more valuable your information will be.
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