Using War Games to Test the Future
Posted by | Fuld & Company
“We didn’t see it coming.” That’s what a marketer for Guinness told Leonard Fuld, Pioneer of competitive intelligence and Founder of the firm Fuld & Company, when the Irish brewing company and its competitors saw a 6 percent drop in its African beer sales around the turn of the millennium not because of brilliant moves by its rivals, but due to—of all things—cell phones.
The pioneer believes this unknown is a constant for any industry dealing with competitors but it can be addressed by initiating best practices, one of which is war gaming.
Read Full Article on Bloomberg here.
