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Knowledge helps stack the odds in your favor. |
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When Ford introduced the Taurus, engineers tore apart competitors' cars to find features to adapt. In an extensive research campaign, Ford went to end customers and dealers' sales and service personnel to find out what customers wanted. Eventually, a want list of over 1,400 items was generated. About 50 percent of these items were incorporated in the Taurus, which became one of the hottest selling new cars of its time. |
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When Gillette decided to become the premier male grooming authority, it sought to really understand the male customer and his needs. Gillette's research showed that customers wanted better quality, technology, and performance. This led to developing more advanced shaving systems that reinforced its premier image goal. |
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Knowledge of the current situation makes it possible for victory to be created. As Patton said, "Intelligence is like eggs, the fresher, the better." |
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Here are active ways to produce the kinds of knowledge about your opponent that help determine the correct strategy for winning: |
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| Watch what he is doing. As Yogi Berra said, "You can see a lot by observing." | | Watch what he is not doing. This is key to obtaining relative superiority. | | Probe. This reveals the opponent's strengths and weaknesses. | | Benchmark. This study will get people involved in finding out how to develop the best processes. |
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Centuries ago, the poet Ovid wrote, "It is right to learn, even from the enemy." |
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Basic to success in business is being close to the customer. That's why executives visit the marketplace. They realize they must not only understand how the customer thinks, they must be able to think like a customer. It is essential to know what your customer wants. The idea of gathering and analyzing information before the battle hasn't been tried and found wanting; it's been found difficult and not tried. |
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In The Exceptional Executive, Levinson says, "A professional is a person who must understand and apply scientific knowledge. Unless he does so, he will be buffeted by forces beyond his control. Given knowledge, the professional can choose courses of action. He is in charge of himself and his work." |
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