If you’re not already a regular reader of Seth Godin’s blog, take a moment to go add it to your list. Done? Okay, let’s move on.
Seth’s recent post about ‘Analogies, Metaphors, and Your Problem’ contains some great insight for market intelligence.
Seth notes that, when looking for examples of innovation, most companies only look for examples of another company doing the same thing.
“Oh, that’s a fine example of how a company in the hockey stick industry grew, but we make lacrosse sticks. Do you have any case studies of how a lacrosse stick company has succeeded?”
This applies to tracking your clients, competitors, and industries as well. When a ShiftCentral analyst creates a Market Intelligence Map for you, we become tuned to your business needs. So when we see something in the hockey stick business that might help your lacrosse stick business, we tell you about it.
In Seth’s words, we help you “seek out examples by analogy instead of insisting on being a follower of someone with guts.”
This article was originally published on ShiftCentral, now part of LAC Group.