During our research, we learned that many competitors (of all sorts), were always alerted on who were their viable competitors. What we discovered was that they rarely understood what the viable competitors really knew.
Regardless of the marketplace (or any competing arena), most competitors do not know much about their competitor. They relied their judgment on minimal facts, while focusing their attention on opinions and gossips. It usually creates a quantity of quality "fog" during their decision making process.
Intelligence is the lifeblood of a competitive company. Assessing it properly is the black art of the successful strategist.
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