“In the age of too much data and too few breakthroughs, market “noise” is the biggest challenge for executives and managers. Finding growth opportunities requires a powerful filter.

This filter is competitive intelligence- market insight that cuts through the din and propels companies to leap forward ahead of all others. It has little to do with more information on competitors. It has everything to do with making every market-facing manager more competitively skilled,” Ben Gilad, The Opposite Of Noise: The Power of Competitive Intelligence, 2021