Despite the shift, let’s not forget that a good story is a powerful educational tool, especially for competitive intelligence professionals. In fact, executive coaches Richard Maxwell and Robert Dickman say that a story is simply “...a fact wrapped in an emotion that compels an action which transforms our world.” Facts can be found through primary research and CI software, but oftentimes, competitive intelligence is not communicated in a way that makes a lasting impact.
While CI software and briefs help tell a story, they aren’t as powerful as the story itself. That’s why competitive intelligence professionals must craft a story that includes all the qualitative and quantitative data they want to share. Think about it from the recipients’ point of view. Whether the stakeholders need to make a major decision or just need to be informed, they best way to build a case or inspire action is to use compelling facts that accurately tell the story as it relates to them.
Via Bonnie Hohhof