There are 11 types of insights that I regularly track. While there are many more than 11, I find grouping them together under these 11 make it easiest for me to compare and highlight changes. Each quarter, when I lead my teams through strategic reviews, we have a table with rows of features and 11 columns. This allows us to view the different stories that the information has to tell.
Surprisingly, there are often contradictions that help catch us before we make decisions that would not have helped.
There are 4 main categories of information you can learn quickly from CI: Company health, Strategy, Product Direction, and Customer Focus. Here are examples of some of the questions lying within each category:
From a health standpoint.
From a strategy standpoint.
From a product direction?
For B2B, Throw open Linkedin. Companies love to talk about what they do:
Let’s jump over to job postings.
Ok, now time for some google-fu
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