When you get two people together that speak no common languages, communication is difficult. Sometimes, recognition of the miscommunication happens quickly. One person tries (in their own language) to ask if the other person understands what they are saying. In the opposite direction, the same question (in the second person’s language) follows sincerely puzzled looks from both people.

What happens next?

You probably have been in these situations when seemingly the only resort is to use sign language. Our hands start waving and fingers start pointing. Occasionally, accompanying the gestures, we speak slower and louder as if that makes the language clearer. Through the pantomime, amazingly, we often get enough information to take our next step. Inefficient and fraught with negative possibilities, nevertheless it sometimes works.

How valuable would a translator be at those times?

Pretty valuable, because their expert services would significantly reduce the risk of misunderstanding. Both parties would walk away more confident that they have been understood. Whatever the next steps, they would not be left hanging with a question of whether or not they had made the best choice based on the clearest information (something that a good translation could have easily provided).

Business communications and its issues are not much different.

Enough already! Your work life is busy enough without someone telling you that you need to do still more things. Demands from your bosses, subordinates and customers inundate you. There is barely time to check your email, never mind respond to the flood of requests, meetings and other required activities. And then there is the business environment where survival alone seems to be a high goal. “Please” you want to say. No more. Not now. Not for me.

On the other hand, the vulnerabilities in business have never been clearer to you. Many good people that you know are out of work and suffering. You have dodged the bullet so far but you know that your company needs to do better. If the company does not win, your job may be the next to go. You remember a time, not so long ago, when ambition and possibilities motivated you more than fear. You enjoyed that time. It was a time of hard competition but winning, not just surviving, dominated your thinking.

It is time to think about winning again. It is time to take the measure of the competitors left standing and to attack. It is time to put together strategies that comprehend the market realities, accentuate your company’s strengths and exploit your competitors’ weaknesses.

How will you do all of that?

Let the CEO hatch the grand schemes. Let the General Manager make the management presentations and get the credit. Let Marketing create their wonderful stories about the future. Let the Product Manager be the face that most associate with the product. Your job, simply put, is to make their dreams possible. You, and your teams, organize the people, harness the technologies, execute the processes and deliver the products that fuel all of those dreams.

Most of the time, you have to focus on the concrete. There is not time to think fancifully or speculatively about the future. Taking your eye off the ball means that something could slip and that would result in many unhappy people. You take pride in avoiding such disappointments. You are reliable, conscientious and inclined to precision.

Still, you are not oblivious to what is happening in the world and among your competitors. Their engineering organizations are trying to beat yours. Some of the things that they do are outstanding. Their technology bets are sometimes different from yours. Product teardowns have given you insight into their product architecture and there are things to admire. You wonder if you doing everything that needs to be done to win. What should you be learning and changing to stay in front? How would you know?

It is a balancing act. Keep the processes humming while surveying the competitive landscape occasionally to understand where and how to improve. It would be great to have help with this. Perhaps Competitive Intelligence could help. Here are some possibilities.

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It took you years of hard work to reach the corner office.

You worked through multiple assignments to deliver results and overcome challenges. At each career step, your responsibilities increased and so did the expectations. More and more people looked to you to set the strategies and determine the directions to follow.

Now, after all that time, the entire company is yours to lead. You have arrived.

Others look at you and think that you have the most latitude because of your high position. If they only knew the truth. So many things constrain and concern you. The employees look to you for leadership and countless decisions about priorities, promotions and their own job security. Customers constantly want more and on better terms than before. Investors want the share price to increase and their investments to pay off. Analysts want above average growth and a story about ongoing differentiation. Meanwhile, your many competitors only want you to fail and are doing their best to make that happen.

Somehow, you have to orchestrate this complex combination of constituencies and competitors.

There is not one answer to this balancing act. You naturally will integrate inputs from your team and the environment to settle on what seems best. One source of inputs is competitive intelligence. Competitive Intelligence can help you to organize your external perspectives and align your team to compete better. Here are five ways.

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