Voice of the Competitor Research Must Listen to Partners

businesswoman looking through binoculars in building - © Igor Mojzes - Fotalia

Outside of the competitor’s customers, what other voice do we need to hear from when conducting Voice of the Competitor (VOTC) research? A competitor’s partners. This may seem an interesting choice given these organizations are not strictly customers per se. However, the role these organizations play as an information broker is vital. The ability of […]

The Importance of the Voice of the Competitor (VOTC)

businesswoman with binocular in front office building - © Igor Mojzes - Fotalia

Why do so many organizations fail to listen to the voice of the competitor? Hubris. And while hubris is not new, whether we are talking about Roman Emperors or Business Leaders in the 21st century, it is clear that Hubris is still an organization killer. But what can inoculate us from the disease? I believe […]