The webinar discusses defensive intelligence and how it can be used to increase the success of a company's initiatives. Defensive intelligence involves using a competitor's own intelligence collection activities to encourage them to draw wrong or inaccurate conclusions in order to misdirect their countermeasures. It works best with new product launches, pricing strategies, or other changes. The process involves analyzing the situation, choosing appropriate tools and messages, selecting a tactic, and creating a plan to feed misinformation to competitors through credible sources and channels without deceiving other stakeholders. The goal is to surprise competitors, weaken their responses, and demoralize their intelligence collection efforts.
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How Defensive Intelligence Can Increase the Success of Your Company's Next Move
1. How Defensive Intelligence
Can Increase the Success of
your Company’s Next Move
A Complimentary Webinar from Aurora WDC
12:00 Noon Eastern /// 30 October 2013
~ featuring ~
Chris West
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
Jerry Hoffmann
Michel Bernaiche
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2. Chris West is the European partner of Counteraction. Prior to that he was a co-founder
and Managing Director of Competitive Intelligence Services, one of the largest European
vendors of competitive intelligence services. Before discovering competitive, Chris had a
career in industrial market research and economic and financial consultancy. He has
written a number of books and articles on competitive intelligence, market research and
marketing, including one for the Harvard Business Review on the Marketing of
Unmentionables.
Chris West
Jerry Hoffmann
Email: chriswest@counteraction.net
Jerry Hoffmann is the North American partner of CounterAction. He has been involved in
competitive intelligence since 1989, beginning as the leader of the first corporate CI group
at SBC (now known as AT&T) and then as an advisor to the newly-formed CI group at Eli
Lilly and Company. He later took over the leadership of the Lilly group until his retirement
from corporate life. Jerry has been a speaker and thought leader at a number of CI
conferences, was a charter member of the Conference Board Council on Competitive
Analysis and, along with Chris West, has co-authored articles on corporate
counterintelligence for both competitive intelligence and corporate security publications.
Email: jerryhoffmann@counteraction.net
The Intelligence Collaborative is the online learning and networking
community powered by Aurora WDC, our clients, partners and other friends
and dedicated to exploring how to apply intelligence methods to solve realworld business problems.
Apply for a free 30-day trial membership at http://IntelCollab.com or learn
more about Aurora at http://AuroraWDC.com – see you next time!
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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3. Questions, Commentary & Content
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α
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The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
Use the Questions pane on your
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will be answered in the second half of the
hour.
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Twitter where we are monitoring the
hashtag #IntelCollab or eavesdrop via
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Slides will be available after the webinar for
embedding and sharing via
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To view the recording and download the PPT
file, please register for a trial membership at
http://IntelCollab.com.
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4. Agenda
► Definition and Objectives of Defensive
Intelligence Programs
► When Can Defensive Intelligence be Used
► The Defensive Intelligence Process
► Summary, Q&A and Discussion
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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5. Defensive Intelligence already has some
pedigree
Wartime
International
Diplomacy
Mincemeat
Khod’eh
Business
Several
examples
Overlord
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
Taqiyya
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6. Definition
Defensive intelligence is the art of using
competitors own intelligence collection
activities as a method of encouraging them to
draw conclusions that are either wrong or
sufficiently inaccurate to misdirect their
counter measures:
Defensive intelligence is a tactical exercise
(the truth becomes apparent at some stage)
but can have long term consequences
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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7. Objectives
SURPRISE
Reduce competitors’
ability to retaliate against
an event until after it has
happened
WEAKEN
Cause misdirection
(and wastage) of
competitor’s
marketing and
promotional
expenditures
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
DEMORALIZE
Cause competitors
to lose faith in the
intelligence they
collect
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8. Defensive intelligence works best with new
initiatives
► Product launches
► Product modifications and re-launches
► New pricing strategies
► New service policies
► Launches in new territories
► Changes in personnel and organisation
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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10. Why Does Defensive Intelligence Work
► Intelligence collection and interpretation are
inexact sciences that rely on nuances as much as
facts
► Intelligence collection is rarely complete and the
“facts” obtained require analysis and interpretation
before conclusions can be drawn
► Facts can be given higher or lower credibility
ratings by simple measures such as the number of
times they are mentioned, the quality of the source
and the existence of corroborative data – all of
which can be managed
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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11. The Defensive Intelligence Process
Analyse the situation
Decide on the tools and messages that
will be used
Decide on the specific defensive
intelligence tactic
Create a defensive intelligence plan
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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12. Situation Analysis
► Does the initiative to be covered lend itself to a
defensive intelligence program
► Will the competitor(s) swallow the bait
► Do they collect intelligence
► Where does the CI manager sit in the company hierarchy: NB –
defensive intelligence is played into management through the CI
department
► What types of events get them excited
► What is their track record on using intelligence
► How do they behave in response to intelligence
► Are the right tools available
► Can the programme be carried out without adverse
side effects
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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13. Key Defensive Intelligence Tools
► The ability to manage the information that exits the
company by means of:
►
►
►
►
Withholding key information (Counter Intelligence)
Spin on what is released
Concealment of product or intentions
Disguise of product or intentions
► Selecting messages that are credible and sufficiently
removed from the truth to meet the purpose
► Releasing the intelligence in a manner that
competitors feel they have obtained genuinely
confidential data
► Pressure on credible sources
► The slip-up
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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14. Basic Defensive Intelligence Tactics
The Decoy
• Real but relatively insignificant activities that can be built up to
take the pressure off the main event
The Feint
• Getting a competitor to set up or move in a way that puts him off
balance and reduces his ability to meet an attack
The Switch
• Changing timelines and geographies so that surprise is guaranteed
The Disguise
• Changing “sizes” and “shapes” so that true intentions cannot be
interpreted
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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15. The Defensive Intelligence Plan
► To date defensive intelligence examples have
been opportunistic
► To be fully effective there should be a
Defensive Intelligence plan that specifies
► What is being defended
► What would you prefer the competition to believe is
happening?
► The specific pieces of information that will create those
beliefs
► The channels through which those pieces can be credibly
communicated without deceiving genuine stakeholders
► Responsibility for the programme – management and
implementation
► Timeline
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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16. Thank you!
Now how about a little Q&A?
Chris West
Email: chriswest@counteraction.net
Jerry Hoffman
Email: jerryhoffmann@counteraction.net
The Intelligence Collaborative is the online learning and networking
community powered by Aurora WDC, our clients, partners and other friends
and dedicated to exploring how to apply intelligence methods to solve realworld business problems.
Apply for a free 30-day trial membership at http://IntelCollab.com or learn
more about Aurora at http://AuroraWDC.com – see you next time!
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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Hinweis der Redaktion
The scale of a new developmentThe specifications, functionality and features of a new productThe new benefits being offered to customersThe timing of the launchThe geographical areas in which the product will be launchedThe criticality of a product for the future development of the companyThe resources to be put behind the launch – what and how much