The First Book For The General Business Audience About Seeing Through What The Competition Is Up To So That You Can Stay Two Steps Ahead The Secret Language Of Competitive Intelligence
The First Book For The General Business Audience About Seeing Through What The Competition Is Up To So That You Can Stay Two Steps Ahead The Secret Language Of Competitive Intelligence
How to See Through & Stay Ahead of Business Disruptions, Distortions, Rumors & Smoke Screens
By Leonard M. Fuld
Secret Language
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“Leonard Fuld is the grandmaster of this kind of competitive intelligence work. He knows all about how companies engage in denial and need what he calls a moment of ‘competitive clarity.’ This book walks the reader through his techniques in very clear language. Yet it imparts an extremely sophisticated understanding of how to understand what the competition is doing.”
—William J. Holstein, editor in chief of Chief Executive
For more than 25 years, Leonard Fuld, the “undisputed dean of competitive intelligence” (Fast Company), has been developing groundbreaking ways for managers in companies around the world to stay two steps ahead of the competition and discover what they are doing about pricing, new product roll-outs, strategic alliances, outsourcing, cost of operations, and other business essentials. Now, in THE SECRET LANGUAGE OF COMPETITIVE INTELLIGENCE (Crown Business/June 6, 2006) Fuld shows you how to understand exactly what you are up against in today’s business environment and how to anticipate the competitive threats you will face in the future.
Fuld reveals how to access and make sense out of the surprising amount of business data that is freely available – and overwhelms most of us. He teaches you the secret language of the Internet in order to extract strategic gems of information, to verify that your information is accurate, to make prudent decisions based on less-than-complete information, and to convert raw data into highly refined intelligence that leads to effective market-based decisions. Competitive insights are everywhere if you know where – and how – to look. Competitors are always exposing themselves in the marketplace and on the trade show floor and SECRET LANGUAGE OF COMPETITIVE INTELLIGENCE shows you how to take advantage of the opportunities that are out there and easy to exploit.
Throughout THE SECRET LANGUAGE OF COMPETITIVE INTELLIGENCE you will discover how your competitors operate today and what their plans are for the future. Fuld offers case studies of Wal-Mart, Kodak, Dell, Google, Microsoft, Lucent, Hasbro, Novartis, Corning, Guinness, Warren Buffett and T. Boone Pickens, just to name a few — some who used competitive intelligence successfully and some who failed to use it and suffered the consequences.
Fuld also addresses the war game he ran with MBA students from Harvard and MIT, working as teams representing Google, Yahoo! and AOL Time Warner. This war game presaged the ongoing deal-making activity surrounding these companies today. Using a war game as a tool to see three moves ahead of your competition, Fuld clearly demonstrates how companies can understand the implications of their decisions, parse out what their rivals could do when they roll out a new product, and help these companies understand that their competitors could engage in a price war and still control its margins and costs.
Competitive intelligence is not only for mega-decisions such as acquisitions but also to determine issues such as your pricing strategy, a product launch, and whether or not to invest in the R&D for a new product. Obviously, your competitors won’t cooperate and help you get the information you need to make the decisions you must. THE SECRET LANGUAGE OF COMPETITIVE INTELLIGENCE helps you to maneuver in this chess game and clearly shows you how to anticipate the moves of your rivals before constructing your own long-term strategy.
ABOUT THE AUTHOR: Leonard Fuld is the founder and president of Fuld & Company, headquartered in Cambridge, MA, a leader in the field of competitive intelligence. He has been profiled in major publications such as Business Week, Harvard Business Review, Fortune, The Economist, the New York Times, and Newsweek.
THE SECRET LANGUAGE OF COMPETITIVE INTELLIGENCE
Crown Business
ISBN: 978-0-609-61089-9
Price: $24.95
Publication Date: June 2006
www.crownbusiness.com
