The notion of simplifying competitive intelligence does not originate with me. However, I do see the need for simplification regularly as I speak to companies and organizations that have little experience with the topic. My thorough treatments of competitive intelligence, as often as not, leave the audiences overwhelmed and sometimes confused. All of that confusion could be overcome with time, no doubt. Still, there is a lingering sense that maybe I have not left them with actionable information. That is, have I given them a simple framework to quickly assess what they have been doing so that they can decide what to differently or additionally?

This video is my humble attempt at remedying the problem. Indeed, at a recent company presentation, these three questions “stuck” more than the process information, analytical techniques or strategy implications of competitive intelligence.