Competitive Intelligence UBERBRANDS Corporate Intelligence
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Member Intel Q&A - Luis Madureira

Luis Madureira

Luis is currently Managing Partner of UBERBRANDS – Brand Building (R)evolutionaries, a strategic consultancy firm with four areas of practice: CI, Strategy, Innovation, and Growth. In addition, Luis also teaches, and is a frequent international speaker (4 months into the year, he's already spoken at events in Portugal, Angola, Austria, Israel, and India.) Luis has been an active SCIP member, and chairs our Portugal chapter. We recently spoke with Luis about about the best career advice he's ever received, and the importance of emotional intelligence for CI professionals.    



"Don't allow yourself to have a sub par boss, and keep learning everyday as much as you can. Only by doing this you will take ownership of your career. Otherwise your career will be driven by someone else."

What was the reason that you got into CI/Intelligence?

I was headhunted to start up a CI function from scratch and took it to World Class Level in 2.5 years (as assessed by the WCCI and M-Brain/GIA frameworks). 

How do you see CI evolving over the next 5 years?  What skills will be important?
In 2012 I developed SMINT (Social Market Intelligence - SCIP members can click through to read Luis' article) to address what I envisioned to be the CI of the future. 7 years later, I maintain my vision and am still improving on the delivery of CI in real-time to global customers.

What can CI leaders do to raise their influence and impact?
Marketing is still the Achilles heel of competitive intelligence. It's of paramount importance to increase the business, marketing, and relationship skills of CI professionals, as well as their Emotional Intelligence. That said, CI professionals need to keep up to date with the latest technologies and frameworks, and use them to provide better decision-making, strategies and, most importantly, firm performance.


"I recommend Competitive Strategy by Michael Porter. When you master this book, then you can read all the others on Competitive Intelligence and Strategy."


What's a buzzword you loathe?  
Digital Transformation - it's very misleading. It's definitely not about digitalization, but rather about change management. In fact, it's about becoming more customer-centric. Specifically, changing the business so that it provides more value to the Social Consumer, especially by using the very technologies that enabled the emergence of this type of consumer. 


What's a productivity tip or lifehack that you use often?
Learn and master Boolean Operators. They will help you find information in both your professional and personal lives. Also, Evernote is also a great way to keep information handy to your projects.


How has SCIP helped your career?
SCIP has been an early reference which allowed me to network and exchange knowledge, which in turn, allowed me to improve my CI performance. This helped me develop my career, and ultimately open my own business in the field.


Get involved 

One of greatest values of SCIP is the power of our member community. The experience, knowledge, and intellect of our members are unparalleled. To build off these strengths, SCIP is launching a program to highlight our members and the great work that they do. Are you interested in sharing your story? Please contact us to nominate yourself or a colleague.





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