Report
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8.Dissemination-Fall20211.pptxReporting your findings
Week 9
Jocelyn Turgeon
ADM3316 Fall 2021
Welcome back!
Starting to push it for CI certificate
Team project consultations
Individual project topics
Questions
Reporting your findings
Case Study
HSI Part 1
HSI Part 2
Organisational structure and decision making
Dissemination
Target
Briefing
Delivery
Added value
Reporting your findings
Case Study
HSI Part 1
HSI Part 2
Organisational structure and decision making
Dissemination
Target
Briefing
Delivery
Added value
Questions to be answered
In groups identify the information you would need to gather to determine:
a) Whether TVI is planning to enter HSI’s market?
b) If yes, when TVI would be entering the market? (Short, medium or longer term)
c) If yes, do you perceive this as a significant threat to HSI?
d) Recommendations to Sara on how to deal with it.
Let’s look into it and see what your teams found out.
Reporting your findings
Case Study
HSI Part 1
HSI Part 2
Organisational structure and decision making
Dissemination
Target
Briefing
Delivery
Added value
4
Some important findings
HSI has reason to be concerned
Not enough information to conclude with confidence
Things to keep an eye on - HSI's Competitive Intelligence
Reporting your findings
Case Study
HSI Part 1
HSI Part 2
Organisational structure and decision making
Dissemination
Target
Briefing
Delivery
Added value
5
With additional information
To what extent have the resource gaps been filled?
Do a content assessment comparing both press releases (Feb 7 and Feb 23).
Note all the differences you see between the two releases, when you identify a difference determine whether it signals something important for HSI and what you think it means and finally how you would validate it.
As an example of this, the Feb 7 release is signed by Don Segal and the Feb 23 is signed by Peter Hatch. A CI person would ask why was one signed by one executive and one by another?
Is this normal for this company?
If not normal what could it represent and how would I validate this.
Let’s look into it and see what your teams found out.
Reporting your findings
Case Study
HSI Part 1
HSI Part 2
Organisational structure and decision making
Dissemination
Target
Briefing
Delivery
Added value
6
Organizational structure reflects various company characteristics
Authority – how it is exerted
Cohesion – potential silos
Leadership – and responsibilities
Management by Project – Cross authorities
Reporting your findings
Case Study
HSI Part 1
HSI Part 2
Organisational structure and decision making
Dissemination
Target
Briefing
Delivery
Added value
7
Reporting your findings
Case Study
HSI Part 1
HSI Part 2
Organisational structure and decision making
Dissemination
Target
Briefing
Delivery
Added value
Pyramidal – formal, functional, matrixed…
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Reporting your findings
Case Study
HSI Part 1
HSI Part 2
Organisational structure and decision making
Dissemination
Target
Briefing
Delivery
Added value
Network – distributed, perhaps informal
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The organizational context is important
Factors that influence CI
Organizational structure
Intentions towards CI
Resources made available for CI
Value attributed to CI
Example
Reporting your findings
Case Study
HSI Part 1
HSI Part 2
Organisational structure and decision making
Dissemination
Target
Briefing
Delivery
Added value
10
Strategic management is not a box
of tricks or a bundle of techniques.
It is analytical thinking and commitment
of resources to action.
But quantification alone is not planning.
Some of the most important issues in
strategic management cannot be
quantified at all.
Peter Drucker
Truly successful decision-making relies
on a balance between
deliberate and instinctive thinking.
Malcolm Gladwell
Reporting your findings
Case Study
HSI Part 1
HSI Part 2
Organisational structure and decision making
Dissemination
Target
Briefing
Delivery
Added value
13
Reporting your findings
Case Study
HSI Part 1
HSI Part 2
Organisational structure and decision making
Dissemination
Target
Briefing
Delivery
Added value
14
Know your interlocutor and their expectations
Remember what your mandate was?
Deliverable format
Delivery method
Message (info, recommendation, context...)
Audience
What is their style?
What is their profile?
Always remember that time is precious.
Reporting your findings
Case Study
HSI Part 1
HSI Part 2
Organisational structure and decision making
Dissemination
Target
Briefing
Delivery
Added value
15
Reporting your findings
Case Study
HSI Part 1
HSI Part 2
Organisational structure and decision making
Dissemination
Target
Briefing
Delivery
Added value
Common CI output
Competitor profiles
Competitive landscape report
Executive slide deck
Battlecards
Sales slide deck
Product sheet
E.g. Telfer CI presentation
Develop various information tools to match the target stakeholders
Newsletters
Lunch and learn presentations
Particularized presentations
Pod casts
…
Ideally you also match the learning styles of your targets
Reporting your findings
Case Study
HSI Part 1
HSI Part 2
Organisational structure and decision making
Dissemination
Target
Briefing
Delivery
Added value
17
Most common according to the latest SCIP census
Competitor Profiles
Competitive Environment Report
Presentation for the Executive
"Battlecards
Presentation for the marketing department
Information on specific products
Reporting your findings
Case Study
HSI Part 1
HSI Part 2
Organisational structure and decision making
Dissemination
Target
Briefing
Delivery
Added value
Reporting your findings
Case Study
HSI Part 1
HSI Part 2
Organisational structure and decision making
Dissemination
Target
Briefing
Delivery
Added value
https://venngage.com/blog/data-visualization /
Data visualisation can assist you
convey your message
Some examples
https:// www.sec.gov/Archives/edgar/data/1318605/000119312510281997/dex991.htm
https://velocitypartners.com/blog/infographics-14-ways-to-present-information-visually /
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Reporting your findings
Case Study
HSI Part 1
HSI Part 2
Organisational structure and decision making
Dissemination
Target
Briefing
Delivery
Added value
Speak like a leader
https://www.youtube.com/watch?v=bGBamfWasNQ&ab_channel=TEDxTalks
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Be persuasive
Get their attention
Get their interest
Reduce objections
Stimulate action
Answer the question
You did your initial work well...
e.g. HSI case
Use positive language, extrapolate from your observations
Reporting your findings
Case Study
HSI Part 1
HSI Part 2
Organisational structure and decision making
Dissemination
Target
Briefing
Delivery
Added value
1. Getting attention
Offer something valuable, promise a result to the reader, ask a challenging question, describe the product's features, present a testimonial, make a compelling statement or show an action to the reader. Other methods of getting attention are a solution to the problem, an anecdote, a sentence using the recipient's name, and a relevant current event.
2. Generate interest
Describe the product in terms of what it brings to the reader: saving or earning money, reducing effort, improving health, giving pleasure, raising status. Combine facts with feelings and needs.
3. Reduce objections
Counter hesitations with testimonials, money back guarantees, attractive insurance, free trials or samples. Build credibility through performance test results, surveys or awards. If the price is not a sales incentive, describe it in fractions (only 99 cents per issue), present it as a savings or show how it compares favorably to the competition.
4. Motivate action
Conclude by repeating the central point of sale and clear instructions for a simple action to be taken. Ask the reader to take immediate action by offering a gift, incentive, limited offer, deadline or satisfaction guarantee. Write the strongest incentive in postscript
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Support strategic decision-making
Reducing uncertainty
Detecting weak signals
Legitimizing decisions made or about to be made
Reporting your findings
Case Study
HSI Part 1
HSI Part 2
Organisational structure and decision making
Dissemination
Target
Briefing
Delivery
Added value
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Decisions are affected by
Information
Experience and intuition
Social context
Time scale – short, medium or long term
Reporting your findings
Case Study
HSI Part 1
HSI Part 2
Organisational structure and decision making
Dissemination
Target
Briefing
Delivery
Added value
23
Reporting your findings
Case Study
HSI Part 1
HSI Part 2
Organisational structure and decision making
Dissemination
Target
Briefing
Delivery
Added value
24
Questions?
Text or email me
Look for Q&A in Brightspace
Jocelyn Turgeon
ADM3316 Fall 2021
