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JPK
Gro
up2016 Product Intelligence & Innovation Summit
September 21-22 • Chicago, IL
Collaborative Analytics and Insightsto Unite Strategy & Innovation
Applying market segmentation and intelligenceto innovate, grow and gain a competitive advantage
September 21, 3:45pm
Arik Johnson is Chairman of Aurora WDC, the intelligence advisory firm he
founded in 1995. After stepping aside as CEO in late 2009, today Arik serves as
Managing Director and lead architect at Aurora’s R&D lab, think tank network
and intelligence policy institute, the Center for Organizational Reconnaissance
(COR). Arik is a Fellow of the Strategic and Competitive Intelligence
Professionals society and has chaired SCIP’s annual international conference
(2006), served on SCIP’s board of directors (2004 – 2006), won SCIP’s Catalyst
award (2005), and served as a chapter coordinator, as well as, trustee and
development committee chair of the CI Foundation.
View presentation online at:
www.jpkgroupsummits.com/attendee6
Arik Johnson – Aurora WDC
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Angles of Attack:Collaborative Analytics and Insights to Unite Strategy & Innovation
Arik Johnson
Founder & ChairmanAurora WDC [AuroraWDC.com]
Managing DirectorCenters for OrganizationalReconnaissance [COR.vc]
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Aurora WDC
HistoricalContext
ProspectiveFuture
Understand
Uncertainties
Blind Spots and GAPsAurora WDC
Subject-Matter Expertise & Experience
Enables Planning to
Outthink/Outcompete Competitors
Acquire
A Clear Contemporary View of the Current
Market
Plan
Prediction of a Future StateHistorical Context + Contemporary View = Forecast of Trends for the Future
Clear Historical Context of the Past
Understanding Today (and 1-3 Years
Forward)
Current Macro and Micro View of the
Competitive Environment
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Strategy should be a
Response to Intelligence
Not the other way around…
What, exactly, IS “strategy”?
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Strategic, Market & Competitive Intelligence has 3 Primary Operational Roles
Signals
of
Change
Strategic Choices
Influencing
Success
Likely Outcome of
Competitive
Battles
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STOCHASM
The difference betweenwhat you think you know andwhat you actually know.
Intelligence lives in this chasm, creating new knowledgeAND
disputing false assumptions.
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Three Key Business Trends Driving Business Strategy Evolution
Human Capital & Enterprise CollaborationEveryone in the Firm becomes a Virtual Member of the Intelligence Apparatus, Better Engagement by Rank & File, Shared Visibility of Issues & Actions
Corporate Governance & Risk OversightBoard-level Priority Ensuring Reliability of Management’s Earnings Forecast & Assessing Risks to Status Quo
Business Model Disruption & Value InnovationPredicting the Outcome of Competitive Battles by Anticipating Changes in Product/Strategy Dynamics
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In selling the Xiaomi smartphone, Xiaomi employs a strategy that is very unlike other smartphone makers such as Samsung and Apple. Lei Jun, Xiaomi CEO, said that the company prices the phone almost at bill-of-material prices, without compromising the component quality and performance compared to other premium smartphones. To profit from the narrow margin, Xiaomi sells a model for up to 18 months instead of the short 6 months used by Samsung to profit from the fall in the costs of components that occurs over time. It also profits by selling phone-related peripheral devices, smart home gadgetry, in addition to apps, online videos and themes. In the long term, the company sees the hardware sales just as a means of delivering software and services, as explained by Hugo Barra, "We are an internet and a software company much more than … a hardware company.
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Managers caught in this kind of competition almost universally say they dislike it and wish they could find a better alternative. They often know instinctively that innovation is the only way they can break free from the pack. But they simply don’t know where to begin.
Chan Kim and Renee Mauborgne
Competing head-to-head can be cutthroat especially when markets are flat or growing slowly.
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Knowing Why They Buy“Companies may know a good deal about their customers. They know nothing, as a rule, about their non-customers -- the people who should be their customers but buy from someone else. Why do they do that? And yet it is the non-customer where important changes always start first.”
Look Beyond the Current Business
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Success Breeds Complacency
“It is a classic conundrum for business titans: How much money and attention should be focused on a new, but growing, operation that is far less profitable than the core business?”
- Prof. Clayton Christensen, The Innovator's Dilemma
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Customers “Hire” Products to Do
“Jobs” for Them
Concentrate Less on
What Customers “Want” and
More on What Customers “Need”
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Disruptive Technology
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Disruptive Innovation StrategySustaining InnovationsBetter Products Brought to Established Markets
Low-End DisruptionsTarget Overshot Customers with a Lower Cost Business Model
New-Market DisruptionCompete Against Nonconsumption
DifferencePerformanceMeasure
TimeNonconsumers or Nonconsuming Contexts
Performance
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Customer Demand & Signals of Change
1. Non-Market Contexts: External Forces (Government, Economics, etc.) Increasing or Decreasing Barriers to Innovation
2. Undershot Consumers: Opportunities for Up-Market Sustaining Innovations
3. Overshot Consumers: Opportunities for Low-End Disruption, Shifting Profits by Specialist Displacements (Modularity) and the Emergence of Rules
4. Non-Consumers: Opportunities for New Market Disruptive Growth
Established Companies almost always
Lose to Disruptive Innovators
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Competitive Intelligence Analysis Failure: Diagnosing Individual Level Causes and Implementing Organisational Level Remedies by Fleisher & Wright
Abstract:It is anticipated that any Competitive Intelligence (CI) professional would want to perform the analysis task and execute their responsibilities successfully over time. Such competencies would normally come with added experience on the job, as should the ability to reduce the risk of failure by diagnosing potential pitfalls. This paper presents: (a) a unique four-level hierarchical model of analysis failure; (b) identification of common causes of failure at the individual level; (c) 10 key continua of CI analysis skills which we believe an analyst has to master to become competent in their work; and (d) guiding principles for an enlightened firm to follow if they wish to discharge their organisational level responsibility of reducing the potential for analysis failure. We believe that the issues raised in this paper are of significance and should ultimately contribute towards creating a more successful analysis function. This can only be of benefit to educators, practitioners and others who rely on skillful CI output to inform their decision making.
Journal of Strategic MarketingVolume 18, Issue 7, 2010Special Issue: Competitive Intelligence, Analysis & Strategy
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Collaborative
Insights Team
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Dr. Craig S. Fleisher
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Related Techniques
Scenario Analysis
Competitor Analysis
Blindspot Analysis
Johari Windows
Financial Ratio / Statement Analysis
STEEP and Industry Analysis
Executive Profiling / Shadowing
Value Chain Analysis
Supply Chain Analysis
SWOT Analysis
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Reconnaissance Roles in Value Chain of Every Customer Offer
Pricing
Buy, Build or Partner
Operational Metrics
BusinessModel & Case
SalesProcess
Thought Leaders
Market Requirements
MarketSizing
MarketingPlan
Product Roadmap
Awareness Bldg. Plan
Market Research
Market Problems
Distinctive Competence
Product Performance
Customer Acquisition
Positioning
Customer Retention
LaunchPlan
Product Contract
Innovation
Market Messaging
Channel Training
Win/Loss Analysis
Competitive Battle Cards
EventSupport
Collateral & Sales Tools
Presentations & Demos
WhitePapers
User Personas
“Special”Calls
Release Milestones
AnswerDesk
Technology Assessment
Competitive Analysis
Lead Generation
Buyer Personas
Win-Loss
Market Analysis
Product Strategy
Program Strategy
Product Planning
Quantitative Analysis
Channel Support
SalesReadiness
Stra
tegi
c Tactical
Channels Analysis
Life Cycle Strategy
Capabilities & Resources
Supplier Analysis
Sales Training
Sales Automation
MarketSegments
Sell Against
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Era of Asymmetric Interpretation [Reconnaissance]Asymmetric Interpretation Depends on Both Decisive & Incisive Sensing
Incisive
Scanning for Trends, there may be no Decision made
Historical Patterns & Anomalies
Implications for the Reader
Bottom-Up Exposition
Driven by Trends
Product is Observation/Commentary
Emergent & Skeptical
Open Source
Decisive
Frame of Reference is the Decision
Compares Options & Outcomes
Recommendations & Trust
Top-Down Imposition
Driven by Issues
Product is Decision/Action
Factual & Hypothetical
Confidential & Proprietary
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Asymmetric Interpretation Engages the Entire Workforce in Collaborative Sensing to Anticipate and Act on Industry Change
Signals
of
Change
Strategic Choices
Influencing
Success
Likely Outcome of
Competitive
Battles
Why Reconnaissance?
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Feel free to ask for help:
Email: [email protected]
Phone: +1-608-630-4242
Twitter: @ArikJohnson
LinkedIn: www.linkedin.com/in/ArikJohnson
Skype: ArikJohnson
Web: www.IntelCollab.com & www.AuroraWDC.com
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Observer Collaborator Provocateur
TASKING COLLECTION DISSEMINATIONANALYSIS
People &
Culture
Methods &
Systems
Products &
Services
Mission &
Priorities
Intel Team Audit
Delphi Interviews with Key Executive Clients
Enterprise-wide Recognition of Intel Value by the Workforce
SME Profiling / OSINT Intel Fitness Assessments, Team Fundamentals & TrainingHUMINT / Willingness to
share/contribute
Ability to Protect Confidential IP, Elicitation Across the Workforce
Market Research Derivative / Ad-Hoc
Client-Driven / Defined
Systematic / Initiative / Metrics
Stick-fetching / Service Bureau / Responsive
More Intuitive, KIT & KIQ-driven
“Consigliere” / G2 Strategic Advisor
Competitor Activity & Plans (Reactive)
Market & Industry Trends (Defensive)
Scenarios, Futures, Disruptions (Offensive)
OSINT Self-Service (Email, Google)
SME Nets, Ad-Hoc Field HUMINT, Portals (Intranet/SharePoint)
Crowdsourcing, Mobile, SME Nets Formalized
Free Subscriptions, Google Alerts, SharePoint
Network Hub, Hand-Off to Execs
Invited to Decision Forums, Ability to Tap SME Nets “at will” with Success
Unstructured Known Needs Convenient, Limited Clients
Internal / External Mix of Some Key SBU’s
Systematic, Real-time Problem-Solving, Enterprise-wide
Asking Better Questions
Intel Community, Internal & External
SWOT, Industry, Five Forces, Competitor Financials -Reactive
Benchmarking, Win/Loss, STEEP, 4Cs - Proactive
Scenarios & Simulations, Value Chain & Business Model -Predictive
Reports / Alerts / Profiles
Summarized Situational, Market & Industry Analyses
Interactive, Business Performance Focused, Drives Problem-Solving
Situational Assessment
Early Warning, Strategic Issues, Key Players
Balanced Scorecard, and Other BPM-driven Applications
Client Definition, Push-Demand Generated
Client Fitness
Pull-Demand Action
Email, Asynchronous
Intranet / Portal
Real-Time, Two-Way Persistent Apps
Newsletters, Key Players
Events, Issues & Decision Support
Early Warning, Detection & Anticipation of Industry Change
Mostly Push, Basic Reporting
Push / Pull “Balancing Act”
Client-Pull, Customized to Individual Preferences and Needs
Who?
How?
What?
Why?
What? So What? Now What?
Roadmap 3-Phases of Readiness
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Training
Research
Systems
Three (3) Keys to Unlock
Intelligence Potential
Key Intelligence Topics &
Questions Development
Scenarios, Simulations, & Early Warning
Professional & Program
Development Roadmaps
Technology, Industry,
Competitor, & Customer Analysis
Profiling Engine of
Key Players
Storage & Retrieval of Historical
Intelligence
External Secondary
Awareness & Monitoring
Map & Manage
Internal Source Networks
Human Source
Universe for Elicitation
Analytical Methodology
& Tool Selection
Intelligence Project
& Program Design
Business Problem
Diagnostics
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Performance
Driven
Organizational
Reconnaissance
Based on Performance
Management
Perspectives such as
the Balanced
Scorecard
34
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What’s Next?
Leadership to Act isBased on Confidence
Intelligence Combats the Paralysis that Accompanies Uncertainty
Reconnaissance Transforms Your Workforce into a Force to be Reckoned With
Feel free to ask for help:
Email: [email protected]
Phone: +1 (608) 630-4242
Twitter: @ArikJohnson
LinkedIn: http://linkedin.com/in/ArikJohnson
Skype: ArikJohnson
Web: http://IntelCollab.com & http://AuroraWDC.com