February 2002

No. 002

"The Most Powerful Management Tool"

In the real world, intelligence of commerce has broadened in scope to become not just organized information, but usable knowledge. Knowledge is the higher level of abstraction. More precisely, intelligence has come to mean information that not only has been selected and collected, but also analyzed, evaluated, and distributed to meet the needs of the organizational objective. It is this transformation of what has been collected into a finished analytic product designed to meet the unique requirements of executive management that marks the difference in value and performance of the organization.

The single most powerful management tool today is Market Intelligence, a CEO aid adapt at abating risk and threat. The vulnerability of the CEO were evidenced in the Dalcon Shield pharmaceutical episode where significant problems occurred due to senior managers burying negative test results and submitting falsified reports to the CEO in an effort to meet bottom line performance goals and to protect their personal standing within the organization. Even more recently the exposure of the CEO for Enron in technology services of the oil industry controversy found the question of unidentified knowledge pressing and wanting.

In both instances, the CEO is held accountable. What were the CEO safeguards? What were the CEO checks and balances? The raison d’etre for Market Intelligence is to protect the CEO from not only just such risk exposure, but all other overt and covert threat. An intelligence system as market intelligence, might have minimized or averted entirely these scenarios resulting in better use of time, money, and resources. Market intelligence team is designed to protect the CEO, internally and externally, from hidden abuse.

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