Head of Commercial Competitive Intelligence at UCB answers the questions

This article is the second in a series. We talk to the Head of Commercial Competitive Intelligence at UCB, John McDonald-Dick. We have introduced a new series where we ask people we admire within Competitive Intelligence eight pertinent questions. At the end of this series of questions, we will analyse the answers and create an interesting report.

1. In your view, what’s Competitive Intelligence?

2. In your view, what’s the true benefit of CI?

3. How would you advise a company with no experience in Competitive Intelligence to get started?

2 — gain a small number of agencies who can help in areas such as primary, secondary and strategic intelligence

3 — for a company to be willing to utilise the findings — turning competitive insights into tactical and strategic actions

4 — start small — one or two issues, don’t try to boil the ocean

5 — for any company to remember, the news is just news. Intelligence is really what it means and what you and others are going to do with it

4. What analytical tools do you recommend?

5. Competitive Intelligence is becoming too much about risk mitigation, copying the competitor and the last dataset. And not enough about growth, exploration and creation. It can stop people from being original, risky and creative enough. Do you agree?

6. Without giving away anything confidential, what’s the best result you have achieved with CI?

7. Artificial Intelligence and platforms will transform CI, and there will be no need for human input in the future. The longevity of the job of a Competitive Intelligence analyst is limited? Do you agree?

8. Finally, what’s the one piece of advice you would give a CI analyst?

Thank you for your time, John.

In this article, the Head of Commercial Competitive Intelligence at UCB, John McDonald-Dick, answered our questions. This article is the second in the series where we ask great people who really understand Competitive Intelligence their thoughts on the subject.

Image by Christine Sandu instagram.com/lenscapewithme

About Octopus Intelligence

We live in an uncertain, competitive and ever-shifting world. So it’s reassuring that we have your back and leave no rock unturned to answer the what and the how, the now and the next. We isolate problems, deliver answers and suggest the best way forward to grow. Using our real-world experience and best in class:

  • Competitive Strategy
  • Competitive Intelligence
  • Corporate Investigations

We offer a boutique feel with a big business capability and real global reach. We are trusted by brands, middle-market players, investors and start-up innovators.

We help you beat your competitors, increase revenue, protect equity investments, reduce uncertainty and risk with Competitive Intelligence & Due Diligence