Tell Your Great Intelligence Story

摘要

In today’s world, where no one has time or attention,collecting and analyzing intelligence is only the first part ofyour CI work. The second part, which is not less important,is effectively communicating it to management, and forthat, you need to learn how to tell a story.In my article “New Challenges and Threats to theTraditional CI Function” published in CompetitiveIntelligence – Spring 2018 I claimed that today’s CImanagers need to communicate better their findingsand outputs to their bosses. They cannot – and shouldnot – allow themselves to hide in their rooms, settlingfor submission of this report or that CI-related nuggetin hope that management will take into considerationand actually do something about it. If you want tomake real impact, I argued, you need to deliver thebottom line to the right people at the right time, andin order to do it properly, I suggested learning the artof message delivery from our fellow marketers. Wheremost intelligent people I know tend to be shy, modestand clever, most marketers I know are arrogant, egocenteredand… clever. They understand that you oughtto be in the front line if you want the decision makers tonotice you, and the best way to do it is simply by makingnoise.