When it comes to competitive strategy, knowing what your competition is doing is good; understanding why they do what they do and predicting what they are going to do next is best.
Leading companies invest a lot of resources into competitive intelligence, so why are they still caught off guard by the actions and reactions of their competitors?
In Inside the Competitor's Mindset, John Horn shares proven techniques to help businesses think like their competition and understand why they act the way they do. The keys to unlocking this mindset are cognitive empathy and a strategic approach to competitive insight that focuses on the “why” of a competitor's move, and not just on “what happened.”
Inside the Competitor's Mindset presents a systematic approach to competitive intelligence that starts with three frameworks to get inside the competitor's mindset, predict their reactions to your moves, and assess whether they are getting ready for a spontaneous move of their own. Horn also demonstrates the importance of collecting forward-looking, predictive data; explains how to use war games, Black Hat exercises, mock negotiations, and premortems to build competitive insight; and makes the case for creating a dedicated competitive insight function within the organization.
When every move matters, staying a step ahead of the competition is critical. Inside the Competitor's Mindset prepares leaders from any industry to be ready when it is time to act (and react) in the competitive market.
Reading this book will empower you to • learn where to look for competitive insights, regardless of your industry, whether you (or your competitors) are a public or private company; • anticipate how competitors will react to moves you make, and whether they are about to make a bold first move; • apply lessons from archaeologists, paleontologists, NICU nurses, and homicide detectives to better gather and analyze information when you can't ask direct questions; • design and operate strategic exercises to gain competitive insight; and • build up a competitive insight function within your organization.
John Horn is Professor of Practice in Economics at the Olin Business School at Washington University in St. Louis. His microeconomics, macroeconomics, and global economics courses are informed by his nine years of work on competitive strategy, war gaming workshops, and corporate strategy exercises with the Strategy Practice of McKinsey & Company. He has published numerous articles about applying behavioral economics and competitive insight in business strategy.
“John Horn has provided a roadmap to help leaders predict, understand, and react to what's coming next in their industry. This is a valuable tool to help companies stay in the lead at a time when competition is intensifying.”
Steve Case, Chairman and CEO, Revolution; cofounder, AOL
“It's hard to make the 'right' choice when a competitor is working hard to prevent that choice. John's book demystifies the process of decision making in a competitive environment, and it is a vital resource for all decision makers.”
Mike Petters, Retired CEO and President, Huntington Ingalls Industries, Inc.
“Few organizations have developed systematic capabilities to effectively predict competitor behavior. John Horn introduces a powerful, fact-based approach to building insight into competitor objectives, incentives, and decision-making. A must-read for any leader seeking to better understand their competition!”
Patrick Viguerie, Managing Partner Emeritus and Senior Partner, Innosight