Better thinking and sharper decisions are what separate winners from the rest in complex, fast-moving markets. Our proprietary competitive-insights methodology, Enfilade©, decodes a marketplace and maps the road to the best strategy for a portfolio of brands.
It is built on wargaming principles and powered by the Integrated Competitive Score (ICS) — an easy-to-read proxy for how brands are performing against the competition. Running ICS means assessing a company against its marketplace and its rivals by:
- Deep-diving into trends, uncontrollables, consumers, customers, channels and value engineering.
- Playing out market-development scenarios with the team to test the outcomes of strategic decisions.
- Evaluating how competitors are likely to counter each possible move.
The result is decisions that take the right turns, and a clearer path to success.
In markets this volatile, the advantage no longer belongs to the fastest mover, but to the one that has already war-gamed where the board will be three moves from now.
