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The Upshot of a Positive SPIKE

“The opportunity to secure ourselves against defeat lies in our own hands, but the opportunity of defeating the enemy is provided by the enemy himself.”

—SUN TZU

Sun Tzu, famous for writing The Art of War, is correct. All you need to create an opportunity for your organization is to listen closely, analyze openings, and pounce when the perfect SPIKE comes along. That raises the question, “Who is listening for your SPIKE, trends, or opportunities on the horizon?” Have you assigned arguably the most important job at your organization to an internal researcher, junior marketer, or social media expert? Is that the ...

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