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Intelligence is about insight and how to apply it to your benefit.

• Management needs a forward-looking viewpoint as to what might happen under various scenarios so they can select the next best step
• Their outlook takes shape not by uncovering data and text, but by interpreting such, which creates insight and the opportunity for competitive advantage
• In turn, being the first to recognize a change in marketplace realities offers those who discover it the chance to profitably incorporate its effects
• Fundamentally, the question of securing advantage comes in two parts: i) can I use the information to establish cost leadership or heighten differentiation, and ii) does the advantage I discover fit with the activities around which I’ve built my business or indicate my business must change to benefit from the advantage?