1. 6myths about strategic market intelligence… demystified frederic de meyer institute for future insights www.i4fi.com

2. #1 strategic market intelligence is costly Frederic De Meyer – i4fi Not necessarily ! Dependent on the type of decision you need to make, strategic intelligence can be costless …paid services on top can be useful as endorsement Decision area

3. #2 you need an external agency to gather strategic data Frederic De Meyer – i4fi (free statistics) Not necessarily ! The internet is loaded with free data and market insights… a thorough and systematic search can do a great part of the job! (professional organizations –technology examples) (free market insights)

4. #3 strategic market intelligence is complex Frederic De Meyer – i4fi Hell no, not always ! Very often the bleeding obvious is omitted… bottom line thinking and simple cross-checks can do miracles !

5. #4 interpreting market data is easy Frederic De Meyer – i4fi Our addressable market is growing with 10%. So, provided we keep the same market share, our turnover will grow with 10% as well Hell no, not always ! Simple conclusions often hide some inconvenient truths… the devil is in the detail ! Even if we keep the same market share in each of our markets, our overall share and turnover might decline

6. #5 strategic intelligence = 200 slides per question Frederic De Meyer – i4fi Don’t ask for them ! Ask for that single chart that exactly answers your question and helps you make that one decision… (but think about it thoroughly before you do)

7. #6 data needs to be 100% accurate to make decisions based on them Frederic De Meyer – i4fi No it doesn’t ! There is no such thing as 100% accurate data… furthermore, you shouldn’t mind if the data is 80%, 82.5% or 84.7332% accurate, just as long as you can make successful decisions based on them! illusion / delusion ? A A A Strategic options: A, B, C, D, E A A, C A, C A, C, D A, B, C, D

8. helping you anticipate the future !