How many times have you been asked about competitive intelligence? Someone sincerely wants to know what you do and how you might be helpful so they ask the obvious.

“What exactly do you do?”

I have tried many answers to this question. Sometimes I have given them a definition of competitive intelligence. Maybe I say something like, “Well, I work on analyzing all of the factors of the competitive environment to discern patterns which help people make decisions.” Usually they just stare at me. If they are friends, they manage a wan smile and I imagine them silently wishing me luck. Potential clients are often lost after my accurate but ineffective definition.

Another tack is giving them technical information about competitive intelligence. “I help companies employ models, information searches and other techniques to leverage primary and secondary research findings for competitive advantage,” I proudly announce. (Even my friends don’t smile at this one.)

Some kind people have given me advice to shorten (even more) the description of competitive intelligence. “Just say that you help them,” one succinct friend offered. “How about saying that you ‘make success possible’?” proffered another (this seemed a little grandiose to me).

Frankly, nothing seemed to work if you define “work” as consistently making an emotional and factual connection with a prospective client. That is, nothing worked until an experienced, older consultant gave me the magic words that he had received some years before. His advice was simply to start each definition or explanation this way.

“You know what it is like when …”

In meeting with leaders from multiple companies, there is a common thread that I observe about the need for and lack of competitive intelligence in their businesses. Given the dearth of competitive intelligence insight, why don’t companies spend more time and money getting better at this function? There are five common reasons that I hear from companies.

1. We already do competitive intelligence (but it is not helping us).
2. We can’t afford it (but we can accept the costs of not doing it).
3. We don’t believe it can help (because we think we are already are doing everything we need to do).
4. We tried it before (and it didn’t deliver valuable information).
5. We need certainty (and there is some risk in the answers).

Congratulations!

If you have gotten this far then you already spotted an important need for competitive intelligence, identified a senior leader that cares about it and managed to get the assignment to address the need. Even better than that, you worked into the discussion the topic “competitive intelligence.” Whether or not it really registered with your leader could be debated. They may have simply been glad to offload a difficult subject to a willing soul. Their expectations are low (and you should have tried to set them that way) but you have started toward a vision that will now become clearer soon.

More importantly, you have begun to set a people oriented tempo to your work.

You are recognizing (or at least hoping) that competitive intelligence will touch important areas for leaders in the company. CI analyses will show how well competitors are doing and sometimes how poorly your company is performing.

Meanwhile, leaders and peers are invested in how things are going. They set in place strategies that they think will be effective. And your work will eventually help them be more successful. However, that time is in the future. Between now and then is a minefield of egos, insecurities, turf wars, differing philosophies and more. Don’t worry too much, you can get through it. I’ll help you.

What’s next in our slow march to introduce a successful competitive intelligence program into the organization?

You tease them.

Do you believe that the best jobs are the ones created for you? (I do.)

That is, because of your interests, skills and initiatives, you convince someone to assign to you what you wanted all along.

Competitive intelligence positions are often like that. As I described in my “Find the Pain” entry, it starts with recognizing that something is missing in the organization and seeing that the missing element is causing real pain to someone in leadership. Though their response to the pain may not be the immediate formation of a competitive intelligence function, there is an opportunity for someone with insight to gain such a role.

What does it take to get the job? There are two important points to remember.

First, ask for the job by name.

That means that using “competitive”, “competitor” or “intelligence” in your discussions is important. At this stage it only signals the domain of your effort. It does not mean that the leader has to authorize a budget, commit significant personal time or invest their prestige in the effort. It does alert those that are observant that you might be about a larger, more valuable task.