Competitive IntelligenceArchitecture

Dr. Elijah EzenduFIMC, FCCM, FIIAN, FBDI, FAAFM, FSSM, MIMIS, MIAP, MITD, ACIArb, ACIPM,

PhD, DocM, MBA, CWM, CBDA, CMA, MPM, PME, CSOL, CCIP, CMC, CMgr

Competitive Intelligence Architecture focuses on designing, structuring and deploying fitting intelligence strategy, infrastructures and frameworks that are necessary for course-plotting an entity unto superiority.

“Without a comprehensive description of strategy, executives cannot easily communicate it among themselves or to their employees. Without a shared understanding of the strategy, executives cannot create alignment around it. And, without alignment, executives cannot implement their new strategies for the changed environment of global competition, deregulation, customer sovereignty , advanced technology, and competitive advantage.”

-Robert Kaplan and David Norton

“Strategy refers to the ideas, plans and support that firms employ to compete successfully against rivals. Strategy is designed to help firms achieve competitive advantage.”

-Robert Pitts and David Lei

Intelligence Strategy

“This refers to plan, philosophy or scheme adoptable for resolving business survival, competitiveness and profitability through segmental or holistic intelligence.”

-Elijah Ezendu

“A winning strategy must fit the enterprise’s external and internal situation, build sustainable competitive advantage, and improve company performance.”

-Thompson, Strickland and Gamble

The Process of Intelligence Strategy

- Elijah Ezendu, Competitive Intelligence Architecture

Evaluating Performance of Intelligence Strategy

The Balanced Scorecard & Value

VisionWhat We Want to Be

StrategyOur Game Plan

ValuesWhat’s Important to Us

MissionWhy We Exist

Strategy MapTranslate the Strategy

Balanced ScorecardMeasure & Focus

Targets and InitiativesWhat We Need to Do

Personal ObjectivesWhat I Need to Do

Strategic Outcomes

SatisfiedShareholders

DelightedCustomers

Efficient & Effective Processes

Motivated & Prepared Workforce

Source: Robert Kaplan & David Norton, Strategy Maps

Intelligence Values

Intelligence values of a firm comprise the established principles, practices and beliefs that serve as the root of its intelligence culture.

High performing intelligence driven organizations promote apposite intelligence values that maximize bottomline and stimulate progressive development.

Mindset is a collection of assumptions and notations held by one or more people, thereby inducing them to adopt prior behaviours and choices.

It’s a frame of mind that initiates from cognitive bias.

“We cannot expect to solve a complex problem using the same mindset that we used to create it in the first place”

-Einstein

Mindset is Causative

Mindset is the make or break factor in all change processes.

As change becomes more complex (transcending more boundaries toward organisation-wide change), mindset turn out to be more influential.

Intelligence Mindset Determines Intelligence Action

Intelligence Action is deep-rooted in Intelligence Mindset.

Workers’ perception of reality influences their decisions and ultimately determines acceptable course of action.

Mindset as Determinant of Intelligence Strategy

Mindset influences development of intelligence strategy in firms because industry, customer and organizational data are usually interpreted through assumptions and beliefs in one’s mindset.

Mindset Determines Leadership Focus

Mindset influences leadership focus because the pattern of leadership adopted by a set of people in an organisation is a reflection of their beliefs about power, people, performance and roles.

Eight Levels of Mindset Development

1) Survival 2) Magical and Tribal3) First Emergence of Distinct Self4) Mythic Order5) Scientific Materialism6) The Sensitive Self7) Integrative8) Holistic

Adapted from Clare Graves

Survival

Focused on food, water, warmth; little awareness of the self as distinct from the environment.

Magical and Tribal

Focused on beliefs that events are determined by external forces controlled by magical spirits. Self is subjugated to the tribe mentality. Therefore this stage emphasizes ethnic drive.

First Emergence of Distinct Self

Focused on self absorption without regret. Therefore, this emphasizes heroism and egocentricity.

Mythic Order

Focused on beliefs that life has meaning and purpose , notwithstanding outcomes are determined by an All-Powerful Other. Therefore, this emphasizes right and wrong, law and order, rigidity, paternalistic orders and unyielding standards.

Scientific Materialism

In this case, self escapes the group mentality, and takes an individualistic and scientific quest for truth and achievement. Therefore, this emphasizes objectivity and rationalism.

The Sensitive Self

Focused on moving away from greed and self-centeredness to concern for others. Therefore, this emphasizes pluralistic and egalitarian life.

Integrative

Focused on moving beyond pluralism to integrating interdependent forces. Therefore, this emphasizes that knowledge and competency are more important than power and status.

Holistic

Focused on advocating collective view about how the whole system works. Therefore, this emphasizes integration of internal and external reality, feelings and knowledge, thereby consciously seeing the multitude of interwoven systems within systems without experiencing conflict.

Intelligence Mindset

This is a frame of mind that upholds intelligence consciousness as a way of life, believing in its importance to value creation, sustainable development, competitiveness, environmental gearing and profitability.

“If we continue to believe as we have always believed, we will continue to act as we have always acted; and that if we continue to act as we have always acted, we will continue to get what we have always gotten”

-Marilyn Ferguson

Positioning an Intelligent Firm

Source: Elijah Ezendu, Building Intelligent Firms

Common Problems of Building Intelligence in Firms

i. Managers don’t value intelligenceii. Managers consider intelligence a luxuryiii. Inability to incorporate it into strategyiv.Managers believe “I know my industry”.v. Unskilled people try to perform intelligence.vi.Managers hoard information.vii.The function doesn’t meet the real needs and

concerns of decision-makers.viii.Intelligence is seldom used by decision-

makers.

Source: Jerry Miller, Competitive Intelligence

Requirements for Starting Competitive Intelligence

ProgrammeWell-trained and empowered staff.Access to resources.Effective alignment of intelligence

report to decision-making processes.Properly structured unit or department.Promotion of Intelligence Mindset.Sensitivity to Change.Technology driven processes.

Roles in the Intelligence Process

Core Rolesi. Primary Researchersii. Secondary Researchersiii.Integratorsiv.Analysts

Supporting Rolesi. Protectorsii. Knowledge Buildersiii.System Buildersiv.Data Buildersv. Decision Makers

The Place of CI in a Firm

CI as a Unit

The Unit Head of Competitive Intelligence functions within the Office of C.E.O.

The Competitive Intelligence Unit stands as a flat structure.

The term of reference is usually narrow.

CI as a Department

The Head of Competitive Intelligence may be positioned as Director, General Manager or Senior Manager.

The Competitive Intelligence Department stands as a broad and tall team based structure.

The term of reference is normally broad.

CI & Decision-Making

A clear-cut policy must be established linking decision-making to competitive intelligence report that must be developed within the firm’s CI unit or department.

Without competitive intelligence report pertaining to an issue, there should be no decision-making.

Every arbitrary decision that stems from non-factual sentiment should be disallowed.

Dr. Elijah Ezendu is Award-Winning Business Expert & Certified Management Consultant with expertise in HR, OD, Competitive Intelligence, Strategy, Restructuring, Business Development, Sales & Marketing, Interim Management, CSR, Leadership, Project & Programme Management, Cost Management, Outsourcing, Franchising, Intellectual Capital, eBusiness, Social Media, Software Architecture, Cloud Computing, eLearning & International Business. He holds proprietary rights of various systems. He is currently CEO, Rubiini (UAE); Hon. President, Worldwide Independent Inventors Association; Special Advisor, RTEAN; Director, MMNA Investments Limited. He had functioned as Chair, International Board of GCC Business Council (UAE); Senior Partner, Shevach Consulting; Chairman (Certification & Training), Coordinator (Board of Fellows), Lead Assessor & Governing Council Member, Institute of Management Consultants, Nigeria; Lead Resource, Centre for Competitive Intelligence Development; Turnaround Project Director, Consolidated Business Holdings Limited; Lead Consultant/ Partner, JK Michaels; Technical Director, Gestalt; Chief Operating Officer, Rohan Group; Executive Director (Various Roles), Fortuna, Gambia & Malta; Director, The Greens; Chief Advisor/Partner, D & E; Vice Chairman, Refined Shipping; Director of Programmes & Governing Council Member, Institute of Business Development, Nigeria; Member of TDD Committee, International Association of Software Architects, USA; Member of Strategic Planning and Implementation Committee, Chartered Institute of Personnel Management of Nigeria; Adjunct Faculty, Regent Business School, South Africa; Adjunct Faculty, Ladoke Akintola University of Technology, Nigeria; Editor-in-Chief & Chairman of Editorial Board, Cost Management Journal; National Executive Council Member, Institute of Internal Auditors of Nigeria; Member, Board of Directors (Several Organizations). He holds Doctoral Degree in Management, Master of Business Administration and Fellowship of Several Professional Institutes in North America, UK & Nigeria. He is an author & widely featured speaker in workshops, conferences & retreats. He was involved in developing Specialist Master’s Degree Course Content for Ladoke Akintola University of Technology (Nigeria) and Jones International University (USA). He holds Interim Management Assignments on Boards of Companies as Non-Executive Director.

Thank You