IF YOU HAPPEN TO HAVE A 30-SECOND RIDE UP AN ELEVATOR WITH YOUR CEO, WHAT WOULD YOU SAY?
BY BEN GILAD & CAM MACKEY
The title posits a question which some competitive intelligence practitioners may regard as spurious. Many don’t get to ride an elevator with their CEOs. Others will regard anything said in 30 seconds at best a sound bite, not intelligence. But this is a wrong perspective. If you can’t catch the attention of a user in 30 seconds, you can’t catch it in an hour of PowerPoint slides with 1,000 boring, extremely detailed bullets.
So what would you say to your CEO?
We, Ben and Cam are two CEOs of small organizations. Just because we are small, however, doesn’t mean the issues we face are different than those faced by Amazon’s CEO. On the contrary; Jeff Bezos has many more resources to answer the questions on his mind. But like Jeff (can we call you Jeff? Thanks), we both need to keep our organizations financially afloat. One of us has to answer to a board and a parent organization. The other has to answer to his wife. We understand Competitive Intelligence, we breathe Competitive Intelligence, and yet we, as CEOs, hardly use Competitive Intelligence ourselves. Why? Because we don’t get what we need from what others call “CI”.
When we look at the world, what do we look for? Perhaps our cramped corner office perspective can serve to help the Competitive Intelligence community.