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How to Align Intelligence
Program Performance with
Professional and Career
Development
A Complimentary Webinar from Aurora WDC
12:00 Noon Eastern /// 5 March 2014
~ featuring ~
Terry Thiele
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
Nat Brooks
Michel Bernaiche
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Terry Thiele
Terry Thiele has been with The Lubrizol Corporation for 13 years, during which time his principal
responsibilities have included strategic planning support and regulatory compliance and advocacy,
with an emphasis on environmental matters. Before joining Lubrizol, Terry performed environmental
policy and government relations functions for AB Electrolux and the General Electric Company. Prior
to that he spent the first 11 years of his career working in the Federal government with service in the
Treasury Department, the Central Intelligence Agency, The Defense Intelligence Agency and the
Executive Office of the President. He received his B.A. magna cum laude from Princeton University in
1976, his J.D. from the NYU School of Law in 1979 and graduated from the National War College in
1987. Terry served for over 10 years in the U.S. Army Reserve, Judge Advocate General Corps,
honorably discharged with the rank of captain.
Principal of Strategy Shapers LLC, Nat Brooks brings 25 years of Fortune 500 management experience
to the work of helping clients create world class market and competitive intelligence, and winning
business strategies.
Nat Brooks
From 2005 to 2012 Nat built Procter & Gamble’s Competitive Intelligence organization, which today is
an 850 member global community of practice responsible for competitive analysis, early warning,
tech. intelligence and strategic analysis. A recognized leader in competitive strategy in the consumer
packaged goods industry, Nat was a member of P&G’s prestigious CFO Circle. Nat has also mentored
competitive and market intelligence leaders at firms such as Newell Rubbermaid, Cintas, BrownForman and Pella Window.
The Intelligence Collaborative is the online learning and networking
community powered by Aurora WDC, our clients, partners and other friends
and dedicated to exploring how to apply intelligence methods to solve realworld business problems.
Apply for a free 30-day trial membership at http://IntelCollab.com or learn
more about Aurora at http://AuroraWDC.com – see you next time!
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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Questions, Commentary & Content
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The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
Use the Questions pane on your
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will be answered in the second half of the
hour.
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Twitter where we are monitoring the
hashtag #IntelCollab or eavesdrop via
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Slides will be available after the webinar for
embedding and sharing via
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To view the recording and download the PPT
file, please register for a trial membership at
http://IntelCollab.com.
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Discussion Flow
► Matching Your Intelligence Program to the Needs of
►
►
►
►
Your Business
The Challenge of Developing Demand
Some Road Weary Tips…
Why Austin, Why Now
Summary, Q&A and Discussion
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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Great Intelligence teams analyze their own
organizations … a lot!
How well do you know
your own company?
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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Where’s your business in the value migration cycle?
Slywotzky, Adrian J. (1996), Value Migration: How to Think Several Moves Ahead of the Competition, Boston, Mass:
Harvard Business School Press, ISBN 0-87584-632-7.
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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Where’s your business culturally?
• Agency Model (Strategic Planning ingrained and analysis
demand intact) … sounds like great place but could be sign
of fat and tired operation
• Alligator Fighting (never-ending crisis management) …
Business too consumed with beating off alligators to think
about draining swamp … intelligence might have to go
tactical to get strategic
• Official Future (“Here’s the cross, build a Church under it”)
… Owner / CEO has clear vision of future (e.g., Steve Jobs)
which can be great … and very risky … needs skeptic and
opportunity shopper
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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What’s your business’ cycle time?
• Days (Highly sensitive to immediate competitor actions) …
quick market rollover requires extreme focus on day-to-day
competitive intelligence
• Months (never-ending crisis management) … needs both
tactical near-term and strategic long-term planning
support; difficult to balance
• Years (Highly dependent on getting long term trends right)
… multi-year product development lead times require
strategic commitments well in advance of business benefit
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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So what’s your business’ intelligence profile?
“27
Flavors”
Alligator
Fighting
culture
Agency
culture
Official
Future
culture
High
Growth
D M
Y
D M
Y
D M
Y
Slow
Growth
D M
Y
D M
Y
D M
Y
Static
Growth
D M
Y
D M
Y
D M
Y
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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You want “Built to Fit” Intelligence
Management’s Job
Key to
developing
and sustaining
demand
EXPAND existing
lines of business
and GROW new
lines of business
EXTEND and PRESERVE
cash flows from existing
lines of business against
the forces of
commoditization and
“external” innovation
PROTECT existing lines of business
from encroachment by rivals,
customers and suppliers
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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How to Make Intelligence Influential
Top-of-Mind for Senior Management…
o I need to make this quarter’s numbers
o I need to train 100 new sales people
o I need to speak to 3 CEO’s tomorrow
o I need to consider M&A and how it will
impact sales
o I need to report to the board on the
performance of why we win & lose
Is this you?
DON’T BE THIS GUY!
Hat tip to Ed Alison, CI Director at Polycomm…
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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How to make Intelligence Influential…
HOW NOT TO BE THIS GUY!



DO INTELLIGENCE THAT ENABLES THE DECISIONS YOUR
EXECUTIVES HAVE TO MAKE! … Even if it is work you don’t
want to do!
DON’T WAIT TO DO THE SHOW … Do NOT wait to shine at the
big presentation. Good managers know more and think faster
than Power Point. Instead, turn your insights /
recommendations into an Elevator Speech RIGHT NOW!
PREPARE FOR PUSHBACK … EVEN HUMILIATION … AND GET
RIGHT BACK ON THE HORSE!

RELATE ALL RISKS & OPPORTUNITIES TO MANAGEMENT’S
GOALS … Put it in their terms, not yours!
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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How to Make Intelligence Influential
Top-of-Mind for Middle Management…
o What time is my next meeting?
o What is on my dayplanner?
o How do I fix today’s problem with
Customer X?
o How do I get manager Y to be more
productive?
Is this you?
DON’T BE THIS GUY!
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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How to Make Intelligence Influential
HOW NOT TO BE THIS GUY!

STRATEGIC OR TACTICAL … What does the business need?
GET ON THE FIELD!
You have to win battles if you want
to choose future battlefields!

WINNING ORGANIZATIONS … are more likely to keep paying
for intelligence!
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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Who loses in next restructuring?
Primary
objective (or
lament) of CI
Literature to
resolve “impact”
problem
CEO
COO
EVP
EVP
Mkt
Mkt
Mkt
Ops
Ops
Ops
Sales
Sales
Sales
The Intelligence Collaborative
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SVP
EVP
VP
SVP
VP
VP
VP
DIR Stuff
Base expectation
of CI Literature:
Have a
“Professional” CI
department
CI Guy
BIG STAFF
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Copyright © 2013 Strategy Shapers LLC
Getting it right by degree
Required?
Result
Free
Sweet
Spot
Kill Zone
A Task?
A Function?
Pure
Luck
Optional?
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
Because it’s about Winning…
 Match organization and products to
culture and business condition
 Needs to be “little p” professional
 Focus on decisions not processes
 Attach the work to the living part of the
organism
 Seek passionate “entrepreneurs” to do
intelligence
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Copyright © 2013 Strategy Shapers LLC
http://go.aurorawdc.com/austin
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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Why Austin, Why Now?
An Agenda Designed to Help YOU Succeed!
Intelligence
Organization
Design
 Political Landscape
Changes impact on
Organizations
 Adapting CI to a
VUCA World
 Creating Information
and Intelligence
Cultures
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
Intelligence
Organization
Development
Intelligence
Tradecraft
 Influencing Senior
 How to collect /
Management
analyze intelligence
on regulators and
 Coaching Senior
government actors
Management
 Getting Senior
 How to evaluate long
Management to fund
term industry trends
intelligence
 How to drive market
decisions with
 Recruiting right skills
intelligence
and personalities
 War gaming to win
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Thank you!
Now how about a little Q&A?
Terry Thiele
Email: Terry.Thiele@lubrizol.com
Email: NatBrooks@strategyshapers.com
Nat Brooks
The Intelligence Collaborative is the online learning and networking
community powered by Aurora WDC, our clients, partners and other friends
and dedicated to exploring how to apply intelligence methods to solve realworld business problems.
Apply for a free 30-day trial membership at http://IntelCollab.com or learn
more about Aurora at http://AuroraWDC.com – see you next time!
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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