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LMA Competitive Intelligence Certificate

Two-Day Program Conferred by FGH Academy of Competitive Intelligence

The 2016 LMA-CIC Program was held September 27-28 in Cambridge, Massachusetts.

Designed by the Legal Marketing Association (LMA) in conjunction with the FGH Academy of Competitive Intelligence (FGH ACI), this tailored two-day program included collection, basic analysis and war gaming. Educational goals of the certificate included:

  • Defining competitive intelligence and its purpose within law firms
  • Discussing ethical and legal guidelines
  • Teaching collection techniques
  • Learning critical analysis skills and providing tools for the analysis of competition and the competitive marketplace
  • Educating legal marketers in strategy and strategy testing

Registration for the 2016 LMA-CIC program is closed. Please keep an eye out for 2017 dates.

Day 1: CI Fundamentals & Basic Analysis

In this fundamental competitive intelligence course, taught for over 30 years to analysts, managers, planners and researchers of nearly every large corporation globally, attendees learned creative and ethical ways to develop timely intelligence on their competitors and markets. Attendees also learned practical frameworks to analyze the true capabilities of a rival, as well as its immediate future actions.

Learned how to:

  • Create intelligence and identify state-of-the-art sources
  • Apply the most efficient and effective strategies for finding and analyzing information
  • Analyze privately held companies and subsidiaries
  • Use the latest Internet intelligence tools and techniques
  • Confirm rumors and improve management decision-making
  • Construct an early warning approach to monitor a rival’s changing product, service and market shifts

Day 1 Agenda

8:30-8:45  Introduction

8:45-9:30 Defining & understanding CI

9:30-10:00 Ethical guidelines

10:15-12:00 Discover & learn how to use sources & collection techniques for the legal marketplace

12:00-1:00 Lunch

1:00-2:00  Interviewing techniques

2:00-3:00  Strategy maps as an analysis & benchmarking tool to examine how competing firms can execute strategy

3:00-5:00 How to develop conference intelligence with live exercise

5:00-6:00 Delivering intelligence and analysis and closing remarks

Day 2: War Gaming

This course introduced attendees to the art and science behind war gaming, a technique used by militaries and corporate alike to anticipate competitive events and stress-test strategic options. The idea behind war gaming is to “role play” third party scenarios so that plans and decisions are created based upon the anticipated moves and countermoves of your competition.

While war gaming is a universal tool applicable to every industry (service firms included!), this course applied specifically to the legal market and the issues facing legal marketers. The application was led by a seasoned legal marketer, Mark Greene, who is also a CIP certified by the Fuld-Gilad-Herring ACI.  

Learned how to:

  • Analyze industry structure and determine its evolutionary path
  • Analyze any third party (competitor, customer, regulator, etc.) and make the best possible prediction of its likely moves
  • Use rules and tricks to avoid cognitive biases when assessing third parties

Day 2 Agenda

8:30-8:40  Introduction

8:40-10:00 Analytical framework – predicting third party moves

10:00- 12:00 Case study part A (work in teams) – predicting moves

12:00-1:00 Lunch

1:00-2:00  The principles of strategy and strategy stress tests

2:00-4:00  Case study part B – strategic options
4:00-5:00 Analyzing the legal market

5:00-6:00 Q&A- how to apply in a typical law firm

Meet the Expert CI Faculty

Leonard Fuld

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Leonard Fuld is a pioneer in the field of competitive intelligence. He has created many of the intelligence-gathering techniques currently used by corporations around the globe. Mr. Fuld was among the first four people to be named a Fellow of the Society of Competitor Intelligence Professionals (SCIP) and was awarded the Meritorious Award, the highest award offered by SCIP, in 1998.

Mr. Fuld’s company, Fuld + Company, founded in 1979, specializes in providing business intelligence to corporations to improve their decision-making for strategy, operations and tactical applications. His company has served over half the Fortune 500 companies as well as corporations around the world. Headquartered in Boston, MA, Fuld + Company Inc. also operates offices in London, England and Manila, Philippines.

Mr. Fuld is a widely published author. In addition to his latest book, The Secret Language of Competitive Intelligence (Crown Publishing, a division of Random House, Inc., 2006), and The New Competitor Intelligence (Wiley, 1995), Fuld has previously published: Competitor Intelligence: How to Get It – How to Use It (Wiley, 1985) and Monitoring the Competition: Find Out What’s Really Going On Over There (Wiley, 1988). His articles have appeared in major business publications including The Wall Street Journal, The Economist, The Harvard Business Review, CIO Magazine, Chief Executive, Marketing News, Directors & Boards, Boardroom Reports, Chief Executive, Working Woman, Chief Information Officer Journal, Canadian Business Review and The Journal of Business Strategy among many others.

He is a recognized expert who has helped companies and institutions improve their early warning capability. He has worked with the United Nations, as well as with numerous corporations around the globe to improve their intelligence and decision-making capabilities.

Mr. Fuld has been profiled in a large number of magazines including Harvard Business Review, Fortune, Industry Week, Venture Magazine, Marketing News, The Christian Science Monitor, The New York Times, Newsweek, Across the Board and Business Marketing. He has also been featured on the Today Show, Marketplace, CBS Network Newsbreak, Financial News Network Evening News and ESPN’s Nation’s Business Today.

He is a featured speaker, educating boards of directors and other executive groups at major corporations worldwide and at numerous professional conferences including the United Nations Industrial Development Organization (UNIDO), American Marketing Association, the Conference Boards of New York and Canada, the Planning Forum, the Society of Competitor Intelligence Professionals (SCIP), and the American Society of Industrial Security. Fuld’s popular competitor intelligence seminars have been attended by over one thousand executives from major US and international corporations.

Benjamin Gilad

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Dr. Ben Gilad, considered a leading developer of competitive intelligence theory and practice in the US, is a former Associate Professor of Strategy at Rutgers University’s School of Management. Gilad’s first CI books, The Business Intelligence System (1988, AMACOM, co-authored) and Business Blindspots (1994, US: Probus/Irwin; 1998, UK: Infonortics, e-edition, 2012, ACI, Inc.), paved the way for the CI evolution in US corporations, many of which emulated the basic principles of Gilad’s CI process model. He is the co-editor of the definitive analysis book, The Art and Science of Business Intelligence Analysis (1996, JAI Press), author of Early Warning (Amacom, 2004), and Business War Games (Career press, 2009).

CI Magazine labeled Ben “our CI guru.” The Society of Competitive Professionals honored him with its highest Meritorious award in 1996.

Dr. Gilad has been the creator of a unique war game methodology and lists many Fortune 500 companies as his consulting clients, including such global market leaders as Shell, AstraZeneca, Sun, IBM, Dupont, Kellogg, Intel, BestFood, 3Com, Ericsson, Procter & Gamble, Johnson and Johnson, SAS, Blue Cross/Blue Shield, SBC, and Cadbury Schweppes, Pratt & Whitney, Nestle, ExxonMobil, Novartis and Roche. Business Week chose Gilad to teach its executives about CI and Fortune Magazine chose him to lead its CEO skills sessions on the subject. The American Management Association chose him to lecture to its Presidents’ division. His articles on CI appeared in all the major business journals, including Sloan Management Review, Business Horizons, Competitive Intelligence Magazine, CFO Magazine, The Pharmaceutical Executive, and The Conference Board. His article, “Strategy without intelligence, intelligence without strategy” (Business Strategy Series, vol. 12, issue 1, 2011), won an Excellence Award in 2012.

Dr. Gilad founded the Academy of Competitive Intelligence in NJ in 1996. In 1999, he co-founded the Fuld-Gilad-Herring Academy of Competitive Intelligence together with Fuld & Co.

For over 17 years Ben was consistently rated as one of the best teachers at Rutgers’ undergraduate management program. His love of teaching makes his CI seminars an experience no one ever forgets.

Mark Greene

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LMA-CIC attendees will also have the opportunity to also learn from Mark T. Greene, Ph.D., who will directly translate the program’s material to the legal industry. Mark is Chief Marketing Officer at Lewis Roca Rothgerber Christie. For three decades, he has been one of the pioneers in legal marketing and business development. Mark is a frequent speaker and writer regarding Market Research, Competitive Intelligence, Branding, and Business Strategy for professional service firms.

Mark was inducted into the Legal Marketing Association's Hall of Fame in 2008, is a Distinguished Graduate Alumni of the University of North Carolina, is a Fellow and Trustee of the College of Law Practice Management, was named in the inaugural list of "Business of Law Trailblazers & Pioneers" by the National Law Journal/ALM, and was a 2014 winner of Nashville Business Journal’s CMOs of the Year Award. Mark was trained by GE as a Six Sigma Black Belt and Champion.

Outside the marketing world, Mark in active on behalf of environmental organizations, is a master SCUBA diver, Boy Scout leader and avid cyclist.