The Big Picture (2 of 7)Posted: September 5, 2017
September 5, 2017
Our new book (by our, I mean Carolyn M. Vella, The Helicon Group’s Founding Partner and my significantly better half), Competitive Intelligence Rescue – Getting It Right, is a powerful “how-to-do-it-better” book, that uses real-world case studies (carefully masked) to expose common CI challenges and presents a simple methodology for spotting problems, understanding how to rectify each problem, and testing and validating that the changes are working.
Several of the cases there show the issues in creating or adding a new competitive intelligence unit. In our experience, there are typically 7 major elements involved in that process: financial and personnel, guidelines, training, internal marketing, networking, customers and their needs, and products and feedback. It is important to see the big picture, so I will deal briefly with each issue over the next weeks.
I have already discussed the financial and personnel issues.
Here, I will comment on key guideline issues. By guidelines, I mean both ethical/legal standards and mission statements/job descriptions.
Very few CI teams, or even individual analysts, are ready to issue a statement setting out the ethical principles that will govern the new process. Too many just default to adopting the Code of Ethics of Strategic and Competitive Intelligence Professionals (SCIP), either by reference or by just copying the text.
Do this only as a stopgap. The best way to do heave the right ethical and legal standards is to work with your company’s legal counsel, inside or out, to develop this. That way, it will reflect what you will be doing, as well as the environment in which you will be doing it. Doing it this way has the additional benefit of educating your legal counsel about competitive intelligence, so that they understand it better, to serve you and your company better.
The same is true of mission statements and job descriptions. The more specific, the better. These should be developed in cooperation with your internal clients. That will also help advance the likelihood that they will use what you provide.
This is not the first time I have commented on these issues. Check out my past blogs, including these, for more: