The recent hype about CHATgpt effect on knowledge workers scared both marketers and CI professionals into thinking their work will be made redundant.  That won’t happen as long as managers understand how to reach competitive insight
and how a platform is not the enemy.

 

This unique workshop is composed of three distinct parts that on the surface look contradictory, but at the end will converge into a powerful tool for marketers in real-world contested arenas.

Part 1:
Human insight: Cognitive biases affect all decisions
Generations of managers have been told cognitive biases are bad and decision making is faulty due to them. In dozens of HBR articles and hundreds of academic papers, managers were urged to avoid all types of biases in both data gathering and judgment.  Yet significant research points to the fact that biases can’t be avoided. This workshop will show that biases can be very useful in presenting intel to executives and explore how biases can inform storytelling while combating blindspots.

The frameworks presented in this part are based on the Behavioral Economics research pioneered by Daniel Kahneman, Amos Tversky and Richard Thaler. Ben Gilad, a behavioral economist himself brings a radical new perspective to the topic, aimed at helping marketers and CI professionals.

Part 2:
Human insight: Intuition or data?
In a way, Daniel Kahneman’s work (Thinking, Fast and Slow, a 2012 breakthrough bestseller) cleared the way for the AI revolution in decision making. The reason we trust AI algorithms – in research and in data-driven context- is because – presumably- they are not biased. This is wrong on several levels. One, they were proven to be biased.
Two, not all biases are bad. And lastly, in highly uncertain situations, such as strategic decisions, algorithms fail miserably.

 

Instead of data-driven mantras, we propose: trust your intuition. The second part of this hands-on workshop attendees will be subject to a test of their intuitive judgment, called the Compete Challenge.

Part 3:
Insight in any other name

Insight is a human’s interpretation of available information that points to opportunities (or risk) to the interpreter’s company. It’s subjective, it’s biased, it often lacks clear and complete evidence. The previous two sections will take the participants through the journey to reach insights. No formula and not an algorithm.

So, what can CI platforms/AI bring to the table regarding deriving insights? This very last portion of the day will explore the value of CI platforms to the analyst, manager and
director driving competitive intel forward at their respective organizations.

In this segment, Ben, Jay and Clara of Klue engage in a heated exchange similar to the presidential debate but without calling each other bad names. Clara, Klue’s Director of Competitive Enablement Services is a tough woman from NJ. Ben can’t help himself but be skeptical and is too old to be polite. Jay is a peacemaker and also the leading CI leader in the world today who actually uses a platform but is aware of how to keep it in
check.

At the end, the audience will form an informed perspective on human-machine interaction when it comes to competitive insight. And that’s a very BIG DEAL.