Listening Provided the Pivotal Clue for Competitive Intelligence
All too often we rely only on written digital data. In this case study, it was the competitor’s CEO’s tone of voice in the quarterly earnings conference call that provided the pivotal clue. If I had only read the earnings report—my original intention—I would have missed it. My lesson learned: in competitive intelligence projects, when you can listen to the human voice, especially the company’s CEO, do so.