Luis Madureira is Managing Partner and Founder of ÜBERBRANDS, a strategic consultancy boutique
which helps organisations successfully navigate their competitive environment. Previously the Global
Competitive Intelligence Practice Lead for Ogilvy Consulting, he possesses a vast experience i
n Consulting – Ogilvy, UBERBRANDS, and FMCG – Diageo, Coca-Cola, PepsiCo, Red Bull, United Coffee, and Heineken. He has held leadership roles in Intelligence, Strategy, Marketing, and Sales, both locally and globally. Awarded the CI Fellowship, the highest recognition in CI by The Council of CI Fellows. He chairs the SCIP Portugal Chapter and lectures and teaches internationally. Author of SMINT, the first CI approach in real-time, and INNOVaction, an end-to-end innovation program. Graduated from NOVA SBE in Economics and is CIP-I & II accredited by ACI. PhD Candidate at NOVA IMS in Information Management – Information and Decision Systems
1.How do you define knowledge?
Knowledge is the result of Insights which are verified as truthful. The Insights are derived from understanding Information, which in turn are processed Data. As such we have a chain which starts with Data, that is then processed into Information, which is later understood resulting into an Insight. This insight, if verified true, becomes Knowledge that can then be used to make successful decisions or develop winning strategies.
You are a member of the council of competitive intelligence fellows, can you tell us more about it?
The Council of Competitive Intelligence Fellows is a 501(c)(3) educational non-profit organization. Our mission is to sustain and foster the CI discipline in two fundamental ways: in service to the profession and in service to the professional in commercial, non-profit and educational establishments. Through roles as Ambassadors, Champions, Mentors, and Educators (ACME), the Council’s Fellows provide thought leadership, educational, guidance and awareness of sound intelligence practices to competitive intelligence and related practices, to support and propel industries, organizations, and professional communities. Its members span the globe, representing Argentina, Australia, Canada, Germany, Israel, Italy, Portugal, South Africa, the United Kingdom and the United States. I have been granted the fellowship in 2018.
- Now the Global Market is all about power, from your opinion what’s the role of CI in this?
Competitive Intelligence plays a pivotal role in informed decision-making and in the development of winning strategies that improve and sustain Firm Performance. Since today, power results from economic performance, CI is a cornerstone in this process.
What are the key skills of competitive Intelligence Professionals (CIPs)?
CI Professionals are like renaissance men, they need to possess a considerable range of competencies. These range from Critical Thinking, to Deductive, Inductive and Abductive Reasoning, to Business acumen. In the midst, we cannot forget the ability to use Systems Thinking, Empathy and Creativity!
From your opinion; to what extent do companies apply CI?
The extent to which organizations use CI depends on several factors. The 1st is the Intelligence Culture of the Country (e.g. in France, most companies use CI as a result of the Country’s focus on Economic Intelligence), but also on the Intelligence Maturity of the organizations. This maturity depends on several Critical Success Factors such as the Scope of the CI function, the CI embedded into the organization’s Strategic Process, the Deliverables produced, the Organizational Culture, and the Tools & Technologies CI is able to leverage.
CI and Strategy, what’s the relation between them?
I normally compare an Organization without CI to the Titanic. . Of course, organizations can always rely on luck, but I would not recommend that as a strategy for sustainable growth
What’s your definition of Market Intelligence? Do you think that people really understand it, or they mix it with other disciplines?
Market Intelligence is the development of actionable insights that support informed decision making, or strategy development, in order to sustain Firm Performance. Market, Business, and Competitive Intelligence are sometimes confused, but in fact they all have different scopes. Competitive Intelligence in the broadest and comprises the full Competitive Environment, and the defense of critical information. Market Intelligence relates to the key components of any market – Industry as a given Product or Service, Customers and Consumers, and the Players of a given Geography. Business Intelligence relates to developing insights with organization’s internal Data and Information.
From your opinion; what are the signs of CI attacks?
If we define CI attacks as the development of insights on Competitors – I prefer to call it Competitor Intelligence – then there are several signs that can be a proof of these activities by competitors. One such sign is key people in the organization being approached in Trade Fairs by “very curious people”, or some competitor initiatives which anticipate our own strategic moves. This is one of the reasons why Competitive Intelligence is so important, to defend your own critical information.
Would you tell us more about the “War Gaming – Bullet proof your strategy” your speech in the Business Mastery Summit?
War Gaming is a role play exercise where you “battle” your strategy against the most probable moves of your competition or stakeholders. You can stress-test an existing strategy or you can develop a bullet proof strategy from the ground up. To do so, you run a workshop based on a sound Intelligence Pack that allows to identify the key Opportunities and Threats arising from the Competitive Environment as well as foresee the moves of your competitors. Based on both, we can develop strategies to be prepared for both.
Can you tell us more about “SCIP” and your role in it?
SCIP – Strategic and Competitive Intelligence Professionals – is a non for profit that promotes the CI discipline worldwide. Created back in 2014, SCIP Portugal is an organization that congregates Competitive Intelligence (CI) professionals, and its aims are: 1) to create the conditions to give access to a vast body of knowledge on CI; 2) promote the creation and development of a local community of practice, and support research in CI; 3) establish standards, and support, validate and promote the teaching of CI in Academia; all of this, in the context of the Portuguese language.