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Using Competitive Intelligence to Drive Innovation
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When: March 20, 2014
6:15 - 9:00 PM
Contact: Boston Product Management Association Workshop

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Using Competitive Intelligence to Drive Innovation

How can competitive intelligence help companies innovate?  Innovative product managers and organizations need both depth of knowledge in their domain and breadth of knowledge in other domains as a foundation to create new and useful products and services as well as internal business processes. 

CI offers practices and tools to continuously monitor and collect useful knowledge from outside the organization, adding to the organization’s breadth and depth of understanding, which in turn helps improve the quality, quantity and profitability of its innovations.

CI also offers frameworks and tools to assess the potential competitive value of innovations vs. existing or future competitors’ offerings or practices.  When applied early in the innovative process, this type of CI can focus effort on innovations that lead to the greatest competitive advantage. Please join a discussion with real practitioners of Competitive Intelligence from multiple industries on how and when to integrate it in your company's creative processes to maximize the potential value of innovation.


  • Examples of CI frameworks and tools and their advantages/disadvantages
  • Similarities and differences in applying CI tools across diverse industries
  • Tips on how to incorporate CI into the product development cycle

Timeline for the evening:

6:15 pm: Registration opens

6:30 - 7:15 pm: Informal & structured networking (light refreshments are served)

7:20 - 7:30 pm: Announcements

7:30 - 8:30 pm: Presentation

8:30 - 9:00 pm: Wrap up, networking follow up and depart


Premium Members: Free if you pre-register online at least one day prior to event or $10 at the door

Basic Members: $25 if you pre-register and pay online at least one day prior to event or $35 at the door

Non-Members: $35 if you pre-register and pay online at least one day prior to event or $45 at the door

Ken Sawka
Ken Sawka is a renowned expert in competitive intelligence, scenario-based early warning, and competitive strategy.  He is a prolific writer who has published numerous articles on strategy and competitive intelligence, and has been quoted in major national publications, including Business Week, Time, and CIO Magazine, and featured on CNBC’s morning business talk show Squawk Box.  He was appointed by the Competitive Intelligence Foundation to be the editor of its third Topics in Competitive Intelligence Series book, Starting a Competitive Intelligence Function, published in 2008.Before joining Fuld & Company, Ken directed the competitive assessment and pricing analysis function at Deloitte, one of the world’s leading professional services firms.  In that role, he was responsible for assessing consulting market trends and advising firm leadership on Deloitte’s competitive positioning. Ken also served as President of Outward Insights, and Vice President of Consulting at The Futures Group.  Prior to launching his consulting career, Mr. Sawka spent eight years as a senior analyst at the US Central Intelligence Agency.

Ken holds a Master of Arts degree in International Affairs and a Bachelor of Science degree in Political Science from The American University, Washington, DC.  He is a member of the Society of Competitive Intelligence Professionals, and is the Society’s winner of the 2010 Meritorious Award -- SCIP’s highest honor.  Ken also served as Coordinator of the Society’s Boston Chapter and on the Society’s Executive Board of Directors from 1999 – 2002.  He is also a member of the Association of Former Intelligence Officers, and the Association for Strategic Planning, where he served as the founding President of the Boston chapter.

Marjorie G. Norman
Marjorie G. Norman is a Director in Pfizer’s Worldwide Competitive Intelligence group at Pfizer Inc., Ms. Norman leads the global corporate primary intelligence program and provides strategic business and competitive intelligence.  Prior to joining Pfizer in 2002, she was Director – Pharmaceutical Practice at Fuld & Company, a competitive intelligence consulting firm and a Senior Market Research Analyst at Johnson & Johnson Professional.  Ms. Norman holds an MBA from the Graduate School of Management at Simmons College and a BA in German and art history from Franklin & Marshall College.

Jason Tong
Jason Tong recently concluded a 27 year career in telecom equipment manufacturing and development with AT&T/Lucent Technologies/Alcatel-Lucent as a Distinguished Member of Technical Staff.  Jason is currently a Lecturer at the F.W. Olin College of Engineering where he teaches Design for Manufacturing and acts as an "angel advisor" for several corporate sponsored Senior Capstone Project in Engineering (SCOPE) teams. Jason career has included positions in R&D in manufacturing process automation, product and platform design, supply chain management, intellectual property management and most recently, competitive technical intelligence.  His course at Olin includes analyzing existing commercial products to learn best practices and inspire innovation.  Jason holds a BSME degree from MIT, an MSME from the University of Michigan and a PhD ME from Syracuse University.

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