Seena Sharp provides incredible wisdom around the practice of competitive intelligence and draws upon her wisdom from over 30 years experience. Executives like most people misunderstand CI and often focus on monitoring competitors, a subset of competitive intelligence which should include a robust external dive into all the factors which can affect your company’s success — starting with your customers. Another point Sharp emphasizes is the need to re-examine our assumptions in these changing times. To make this point she quotes Will Rogers, “it ain’t what you don’t know that gets you into trouble. It’s what you know for sure that just ain’t so.” Likewise, when examining competitors, consider “what they know that you don’t” to uncover new markets, applications and customer niches.