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Intelligence is a comprehensive approach to analyzing and understanding the external business environment

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  • Richard Martin
  • March 31, 2014
  • 1:42 pm
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Richard Martin

Richard Martin empowers leaders to outmaneuver uncertainty and drive change through strategic insight and transformative thinking.
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Business intelligence as it’s currently conceived is focused primarily on analysis of internal data and information. In reality, though, intelligence should be focused on understanding the EXTERNAL environment in depth and in scope. The idea is to observe what is happening outside the organization in order to draw inferences so you can exploit change, identify opportunities, and prepare for risks and threats.

Here are the principles of intelligence for business:

  1. Understand the difference between a risk and a threat.
  2. Look outside the “visual” spectrum and use all your “senses.
  3. Take time and distance into consideration.
  4. Uncertainty increases the further out your look and the less knowledge you have.
  5. Expect surprises.
  6. Expect to be fooled.
  7. Seek comprehensive understanding of the environment.
  8. Look up and down, not just left and right.
  9. Don’t assume competition is only commercial in nature: it can be political, social, cultural, etc.
  10. Don’t assume everyone uses honest means to gather intelligence.
  11. Data and information must be interpreted before being considered intelligence.
  12. Intelligence is everyone’s business.

Richard Martin is a consultant, speaker, and executive coach. He brings his military and business leadership and management experience to bear for executives and organizations seeking to exploit change, maximize opportunity, and minimize risk.

© 2014 Richard Martin. Reproduction and quotes are permitted with proper attribution.


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Richard Martin, President of Alcera Consulting Inc.

Richard Martin

Richard Martin is the President of Alcera Consulting Inc., a strategic advisory firm collaborating with top-level leaders to provide strategic insight, navigate uncertainty, and drive transformative change, ensuring market dominance and excellence in public governance. He is the author of Brilliant Manoeuvres: How to Use Military Wisdom to Win Business Battles and the creator of the blog ExploitingChange.com. Richard is also the developer of Strategic Epistemology, a groundbreaking theory that focuses on winning the battle for minds in a world of conflict by dismantling opposing worldviews and ideologies through strategic narrative and archetypal awareness.

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