how to become an all-source intelligence sourcer
DESCRIPTION
Presentation from Sourcecon 2011 NYC, presented by Paul HoustonTRANSCRIPT
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Unlock the competitive intelligence in your workforce!
How to Become an
“All-Source Intelligence” Sourcer
Paul K. Houston, President
Rivalscape
Denver, CO 303.730.2296
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…unlock the competitive intelligence in your workforce! Copyright 2011 RivalScape
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My Goal for Today
Build your awareness and get you thinking in a new way about Competitive Intelligence (CI)
and…
Get you to take action on the new thinking.
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…unlock the competitive intelligence in your workforce! Copyright 2011 RivalScape
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"Kid" Houston Badge # 4225
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…unlock the competitive intelligence in your workforce! Copyright 2011 RivalScape
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Our Agenda Today
Take a few audience surveys as benchmarks
Define what is and what isn’t CI
Let you know how Shally and Maureen have weighed-in on the subject
Show you what “All-Source Intelligence” sourcing could look like
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…unlock the competitive intelligence in your workforce! Copyright 2011 RivalScape
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Our Agenda Today
Get your take on CI and sourcing
Suggest additional resources for you
Administer a written exam
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…unlock the competitive intelligence in your workforce! Copyright 2011 RivalScape
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Just kidding!
I’ll give you a “Take Away” exercise.
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…unlock the competitive intelligence in your workforce! Copyright 2011 RivalScape
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Our Theme for Today
To live a creative life you have to lose your fear of being wrong.
~ Anonymous Artist
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…unlock the competitive intelligence in your workforce! Copyright 2011 RivalScape
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“I found him! I found him!”
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…unlock the competitive intelligence in your workforce! Copyright 2011 RivalScape
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George Washington Plunkitt
I seen my opportunities and I TOOK em'.
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…unlock the competitive intelligence in your workforce! Copyright 2011 RivalScape
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Recruiting Intelligence. Recruiting Community. TM
What does this mean to you?
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The RivalScape Matrix
You Know You Don’t Know
You Know Facts, assumptions, beliefs…and blind spots Known intelligence gaps
You Don’t Know Hidden internal knowledge Unknown but not always unknowable
This matrix is a variation of the famous “Johari Window” created by psychologists Joseph Luft and Harry Ingham. Credit for the original intelligence adaptation is due to Liam Fahey of Babson College.
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…unlock the competitive intelligence in your workforce! Copyright 2011 RivalScape
Vladimir Putin
There’s no such thing as a former KGB officer.
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…unlock the competitive intelligence in your workforce! Copyright 2011 RivalScape
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What Is Truly Confidential or Proprietary “Trade Secrets” Information?
Internal documents that are marked “Confidential” and kept in some type of secure environment
Starwood Hotels W Chain and Hilton’s Denizon Brand Development
Non-public information about publicly-traded companies that would give “in the know” investors an advantage
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…unlock the competitive intelligence in your workforce! Copyright 2011 RivalScape
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What Is Truly Confidential or Proprietary “Trade Secrets” Information?
Hedge Funds and “Expert Networks”
Secret Formulas that are revealed on a “need to know” basis and protected in a secure environment
Thomas English Muffins baking process
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…unlock the competitive intelligence in your workforce! Copyright 2011 RivalScape
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What Is Truly Confidential or Proprietary “Trade Secrets” Information?
Coke ingredients formula
Taco Bell: “88% Ground Beef, 12% Secret Formula”
Red Lobster recipe for those delicious cheese biscuits
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…unlock the competitive intelligence in your workforce! Copyright 2011 RivalScape
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Anna Chapman. She is a spy.
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…unlock the competitive intelligence in your workforce! Copyright 2011 RivalScape
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What You Can Expect to Find
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What You Can Expect to Find Credit: Shally Steckerl, EVP, Arbita, Inc. Educational Webinar Series, 9.30.10
Disclaimer: CRI sources information within the public domain or via ethical conversation—it is not espionage
With CRI you can identify competitors’ organizations’:
Employment ecosystem SWOT (strengths, weaknesses, opportunities and threats)
Human resources weaknesses and gaps
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…unlock the competitive intelligence in your workforce! Copyright 2011 RivalScape
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What You Can Expect to Find Credit: Shally Steckerl, EVP, Arbita, Inc. Educational Webinar Series, 9.30.10
Recruitment strategy and employment trends
Marketing trends, and how it could cross your company and change hiring
What motivates people to join or leave (good people tend to leave and join in groups)
Changes in management, and products, and people who support them
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What You Can Expect to Find Credit: Shally Steckerl, EVP, Arbita, Inc. Educational Webinar Series, 9.30.10
Who influences decisions within their organization
Who creates new intellectual property
What decisions will likely be made in the future
What kind of decisions are made
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…unlock the competitive intelligence in your workforce! Copyright 2011 RivalScape
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Recruiting Belongs Under Finance
ERE, September 10, 2009 by Maureen Sharib
Excerpt:
“Recruiting is such a vital function in an organization because it touches every person in that organization. Not every department can be said to do this. We all know a company is as good as its people.”
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Recruiting Belongs Under Finance
Excerpt continued:
“Recruiting belongs under finance because it is basically a competitive intelligence function.
Yes, recruiting involves talking to people in the outside world, and if you’re doing it right, you’re gathering intelligence along the way.”
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Pertinent Follow Up Thread to Maureen’s Article
Todd Lukasavitch
“In my experience, Recruiters I have worked with often had much more competitive intelligence (including financial) on companies considered potential skill targets than their peers sitting in Finance.”
Steve Levy
“Having competitive intelligence and knowing what to do with them are two sides of a very large ocean…”
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Pertinent Follow Up Thread to Maureen’s Article
Joshua Letourneau
“In terms of the author’s notes on sharing information, this comes down to a question of how knowledge is shared . . . which is a challenge among a true multinational corporation. The bigger issue, however, is the perceived value that is being shared by Recruiting in the first place.”
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Pertinent Follow Up Thread to Maureen’s Article
Joshua Letourneau (cont.)
“The only thing our industry can truly control is our own actions, so instead of hopping onto some negative groupthink about the other business functions, we should be the “better group” and extend an olive branch of cooperation and mutual respect. It might just be extended back to us :)”
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Pertinent Follow Up Thread to Maureen’s Article
John Hughes
“Good Recruiters typically share more competency sets with Ops, Marketing or sales than HR. Exceptional Recruiters can fit into Strategy groups well. The appropriate department would be dependent largely on the type of company. Good post Maureen.”
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How CI Leaders Define CI
The process of applying knowledge to a practical situation
that helps build sustainable competitive advantage.
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How CI Leaders Define CI
“I do recommend broadening the definition of CI—it is just too narrow and if it remains that way in the future, it may not survive in the long run.”
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How CI Leaders Define CI
“Today's decision maker relies on research and analysis on a broad variety of variables including competitor, financial, environmental, internal, personnel, regulatory, geographic, and cultural issues.”
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How CI Leaders Define CI
“The decision-support professional, in my view, will only become more and more valuable to the decision maker when the scope of his work encompasses all of these variables.”
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What Is “All Source” Competitive Intelligence??
Targeted secondary research
Review of internal competitive databases
Competitor resume mining
Interviews with competitor talent
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…unlock the competitive intelligence in your workforce! Copyright 2011 RivalScape
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What Is “All Source” Competitive Intelligence??
Competitor alumni program interviews during onboarding
Trade show and conference intelligence
Regular sourcer/recruiter discussions of competitive learnings
Regular discussions with your external recruiters
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…unlock the competitive intelligence in your workforce! Copyright 2011 RivalScape
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What Is “All Source” Competitive Intelligence??
Discussions with your CI Director
Reporting from internal source network
Counterintelligence (Information Protection) Analysis
Primary collection from external human sources, usually by phone
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A Few Words about Primary Collection by Phone
Interrogation
Interview
Structured Conversation
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…unlock the competitive intelligence in your workforce! Copyright 2011 RivalScape
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Resources you Can use to Become a Better All-Source Intelligence Sourcer
Take the British MI6 online instrument for the “Operational Officer” role just for fun:
www.sis.gov.uk/
Careers | Roles | Operational Officers | Test Your Skills (scroll down page for this link)
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…unlock the competitive intelligence in your workforce! Copyright 2011 RivalScape
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Resources you Can use to Become a Better All-Source Intelligence Sourcer
Watch the NewsHour with Jim Lehrer every day
Read Confidential: Uncover Your Competitors Top Business Secrets Legally and Quickly—and Protect Your Own by John Nolan
Read Real World Intelligence: Organized Information for Executives by Herbert E. Meyer
Read Early Warning: Using Competitive Intelligence to Anticipate Market Shifts, Control Risk, and Create Powerful Strategies by Ben Gilad
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…unlock the competitive intelligence in your workforce! Copyright 2011 RivalScape
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Resources you Can use to Become a Better All-Source Intelligence Sourcer
Read my interview with competitive intelligence attorney Richard Horowitz at: www.rivalscape.com/thought-horowitz.htm
Join the Society of Competitive Intelligence Professionals (SCIP) at www.scip.org
Attend the upcoming SCIP Conference in Orlando, FL, March 9-12
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…unlock the competitive intelligence in your workforce! Copyright 2011 RivalScape
What’s the takeaway on all this? 39
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Exercise with Discussion to Follow Use reverse side of your paper.
Paul K. Houston, President Rivalscape Denver, CO
303.730.2296 [email protected]