Michael Rogers, vice president communications for the Small Business Association of Michigan, talks with Seena Sharp, author of The Competitive Intelligence Advantage. They discuss how to identify your unknown customers and how to find alternative uses for your products or services. Sharps's book is a practical guide that explains what competitive intelligence is, why data is not intelligence, why competitor intelligence is a weak sibling to competitive intelligence, when to use it, how to find the most useful information and turn it into actual intelligence, and how to present findings in the most convincing manner. Importantly, Sharp argues that businesses would benefit from shifting their perspective on competitive intelligence from viewing it as a cost to viewing it as an investment that saves money and provides immediate value. 

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