There is a fundamental problem with information; there is far too much of it and it is too often contradictory.
In most other ways, information cannot be faulted… it is such useful stuff, pretty much everything we do requires an input of information. The question is: can we sort the good from the bad, both in terms of quantity and quality?
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This is where intelligence enters the picture, as the means to quantify and assess information in order to make it actionable and useful to the decision-maker. I know there is a perception issue here as many will think that intelligence has no place in the commercial world and needs to remain solely for military and government use. That is wrong and let me try to explain why.
All information is not equal; if we take a simple example of reporting of the same event by two different newspapers. Say, we look at media coverage of the last UK election and we all know immediately that each newspaper takes an individual stance towards each political party. Add to this the reporting available from the many broadcasters and the countless sources on the Web, and the situation then becomes increasingly unclear. Who is standing for what and why?
If we were then to transfer this to, say, Cameroon or Vietnam, would we not then be wrestling with truly daunting complexities? At this point, faced with such uncertainties, many adopt an anchored and oversimplified view of the situation. This would be the equivalent of making an investment decision, in a UK election context, on the premise that Labour stands for high taxation and the Conservatives for privatising the NHS. Perhaps not altogether wrong, but certainly not the complete story.
The aim of intelligence in such circumstances is to create understanding for the business decision-makers. This is dependent on the focussed collection of information with diagnostic value so as to answer specific questions relevant to the objectives of the organisation. By using evaluation and analysis techniques to quantify this data, we are able to neutralise biases and manage information flows. Key knowledge gaps are identified for targeted information collection and assessment that not only answers the Who, What, Where, When, Why and How, but importantly addresses the ‘So What’ and ‘What Now’ questions.
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Armed with such knowledge, the decision-maker is well placed to manage their risks and opportunities. This is what is referred to as intelligence-led operations, a term often misused, but properly employed is a real game changer.
Do you want to understand better the business dynamics in your sector? Are you looking for options to drive forward your business in a challenging environment? To find out more about what QRO Global could do to assist your business or to learn more about the types of projects that we have worked on in the past, see our Services Page or email us today – info@qro-global.co.uk
Great article