Do everything possible to determine the dispositions,
plans, strengths, and weaknesses of the enemy, plus
know the terrain and all other factors that could affect
the outcome of the engagement.
Use every method possible to gather and accurately interpret
information that will enable you to better plan for, prepare,
and defeat the enemy.
The Principle of Intelligence in Business
The more and better information you have about your competition
and your market, the better decisions you can make and
the more likely you are to be successful.
Excellent commanders
and business leaders are continually acquiring more and
better information that they can use to improve the quality of
their decisions affecting business operations. One piece of new
and unexpected information can immediately change the competitive
situation and alter your way of doing business. It can
give you a unique advantage.
All business strategy is aimed at acquiring and keeping customers.
The primary limitation on your ability to acquire and
keep all the customers you want is the actions of your competitors,
the same companies that are after the customers that
you want yourself.
Know Your Competitors:
The starting point of competitive intelligence gathering is for you
to be absolutely clear about your ideal customer. You must know
exactly what it is you sell and the person to whom you sell it. You
must have carefully thought through the issues of specialization,
differentiation, segmentation, concentration, and positioning.
You must know and understand your market completely and
keep adding to your storehouse of market knowledge.
Based on this information, who are your competitors? Who
are the other individuals or organizations that are attempting
to get the same dollar that you want from the same customer?
This question forces you to answer three questions: First,
why should anybody buy your product at all? What are the primary
values or benefits that a customer would be seeking if he
were to be a qualified prospect for you or for anyone else selling
a similar product?
The second question is: Once a customer has decided to
buy the type of product or service you offer, why should that
customer buy it from you? Just because the prospect is qualified
to buy what you sell does not mean that the prospect will
buy it from you or from your company. You have to be crystal
clear as to why the prospect would choose you over any other
organization or individual offering something similar.
The third question you must answer is: What is your area of
excellence? What is your competitive advantage? What is it that
your product or service offers a customer that makes it superior
to any other competing product or service available? The
answer to this question becomes the focal point of all your
advertising, marketing, and sales efforts. It dictates the structure
of your sales presentation and becomes the driving force
of all your marketing activities.
