SEENA SHARP founded one of the first competitive intelligence firms in the United States. She has long been actively involved in CI, working as a CI leader at major corporations, writing articles on CI for business publications, and frequently speaking throughout the U.S. and Europe, including international conferences for the Society of Competitive Intelligence Professionals (SCIP). Her CI clients include American Express, Lucent, Saatchi & Saatchi, Hilton Hotels, and numerous industrial businesses and non-profit organizations, in the U.S., Europe, Asia, and Africa. For more information, please visit www.sharpmarket.com or www.competitiveintelligenceadvantage.com.

Introduction: Required Reading (Yes, Really) vii

1 The Emergence of the Hapless Executive 1

2 Defining and Refining Competitive Intelligence 13

3 Competitive Intelligence: What You Don't Know Will Hurt You 35

4 Why Fixating on Competitors Is Misguided 57

5 Three Critical Distinctions 77

6 All Information is Not Equal 103

7 Knowing When and Why to Power Up the CI Engine 119

8 Next Steps for You and Your Company 145

9 Understanding and Evaluating Information Sources 165

10 Performing Like a CI Pro 199

11 Demystifying Competitive Intelligence, One Myth at a Time 223

12 What's in It for Me? 245

13 Playing by the Rules, SCIP, Resources 263

Acknowledgments 277

About the Author 279

Index 281

"Savvy business owners and managers must read Sharp's insightful
book before making another big decision. The top expert in this
field has written a compelling and extremely readable book for
staying ahead of your competition."

--Jane Applegate, columnist and author of 201 Great
Ideas for Your Small Business

"After reading this book, you will see your business
differently, because you will see the work differently...a set of
new opportunities to exploit."

--Steve Moya, consultant and former senior vice
president and chief marketing officer, Humana, Inc.

"Seena Sharp has done it again! This incisive book clears
through the clutter that encumbers so many others on competitive
intelligence. And Seena's no-holds-barred style rings true as she
pierces several myths surrounding vaunted business decision-making,
and the holy grail of crunching business data."

--Paul Kinsinger, Professor of Business Intelligence,
Thunderbird School of Global Management

"Seena Sharp has always provided her fellow professionals and
clients a fresh and insightful perspective on competitive
intelligence. This book fulfills those expectations."

--Jan Herring, advisor to intelligence professionals,
Meritorious Award Recipient, Society of Competitive Intelligence
Professionals

"Seena's book provides the insight on competitive intelligence
that all companies should embrace. The CI that Seena provided to
our small manufacturing company directed a successful new product
launch that would have otherwise failed."

--Brian Grabowski, CWP, a Division of Berkshire
Hathaway, Inc.