Why Competitive Intelligence Tradecraft Isn’t Just a Quick Google Search Copy and Paste

Why Competitive Intelligence tradecraft isn’t just a quick google search copy and paste

The question we try and answer is a simple one. Why Competitive Intelligence tradecraft isn’t just a quick Google search copy and paste. What gets our goat is the way some think what Competitive Intelligence is. Some think that Competitive Intelligence is just a quick Google search, find something slightly relevant, copy it and then paste it into a report. 

Add more relevant stuff to the report without the decency (and gumption) of even putting it in their own words. Then bulk the report out with a title page, index and then some pointless graphs. Even quicker. Graphs and charts saved from the Internet and pasted into the report. Yeah, they are not the correct colour or quite focused. But cares, it will do. 

It’s on Google so it must be true

No verification. Well, it’s on Google, so it must be right. Another job ticked off the list. And yes, Competitive Analysis is so much more than a quick SWOT Analysis. Then think it’s now an opportunity to get some software to do the job. Sign up, put our competitors in, and we get some lovely lists every week. No one reads them and no value is gained. The CI software is used to 10% of its power, and it’s forgotten about. Job done. Get some AI tools to do it for you. Some of the efforts we have seen coming out of India (and others) from established researchers is nothing short of embarrassing. Some are also reasonably expensive.

Competitive Intelligence is a craft

Competitive Intelligence done right is a craft. It requires thought. And the time taken to find the correct information. Speak to the right people and get different opinions. Not ignore things that do not fit the report. Pride given to provide the best possible insight you can humanly give. When you give a fact or assess what’s going to happen, ask questions like “So what?” or “what if?” And answers that start with because. 

This is fine for our clients and the many other professionals in our industry

Now, this is fine for our clients and the many other professionals in our industry. We do a really good job. Trouble is many companies out that have seen and experienced some of the rubbish on offer. So they think CI is just research. The advent of pervasive digital has clearly allowed many imposters to hide behind the provision of low hanging information without applying any qualitative and often even quantitative substance hardly at all. This reason has most likely heavily influenced the stymied and unstructured perception of intelligence services as a valuable component in their success formula.

Why Competitive Intelligence tradecraft isn’t just a quick google search copy and paste

We asked why Competitive Intelligence tradecraft isn’t just a quick google search copy and paste. And it is a tradecraft. It is coming of age. With the pending economic climate itself, a product of the fiscal impacts on infrastructure, financial solvency and availability of resources, Intelligence, certainty and Competitive Advantage will be paramount. 

Shouty art by YogendraSingh

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