Using intelligence reports properly - Editorial - concrete industry

Concrete Producer, The, June, 2003 by Rick Yelton

World events can often time-stamp our daily lives. For example, where were you when the first attacks were launched on Iraq? I was attending an editorial retreat in New York City, just stepping out to dinner.

It was my first trip to downtown New York City, and the conference hotel was located about 12 blocks from the site of the World Trade Center attack. As our group walked down the street, I sensed an eerie feeling of anticipation. It wasn't fear--it was more of a resolve to conduct life although there could be something looming on the horizon. One direct response to the whole war build-up was a heightened emphasis on security.

In some respects, I thought the ostentatious display of awareness was a little too much. Hotel staff had been directed to stand in military positions all day, which really didn't set my mind at ease. And when I asked the concierge whether the high state of security was a daily occurrence, she peered at me, her face showing that she thought I was some small-town yokel, and informed me that hotel management had adopted this security pose when they heard that the government had issued a high status alert based on their intelligence reports.

Sometimes I think we have become a society that receives too much information. And despite our better judgment, we feel compelled to respond to everything we hear.

I was reflecting on this thought as I sat down for the first session of the planned editorial workshop. Our group was an assemblage of publishers, editors, and writers whose magazines cover all aspects of residential and commercial construction. We were meeting to discuss how to focus our efforts to improve and grow our industry.

Our strategic planning effort was facilitated Jerry Shrair, president of Boiling Point, a Westport, Conn.-based consulting firm. Shrair's expertise is in helping clients brainstorm effectively, prioritize all the ideas, and finally develop the best ideas into effective action plans.

Shrair's approach definitely worked with our group. We brainstormed more than 250 ideas. These were eventually crafted into six workable plans that met Hanley-Wood's goal of providing more to the construction industry.

In the course of work, Shrair kept focusing on a quotation that has caused me to rethink the way I do things. "Intelligence is knowing what to throw away." I think the quote is attributed to Frederick the Great, the 18th century Prussian leader who crafted his small country into a world power in a very short time. It seems the problem of reacting to an overabundance of information isn't really something new.

Even so, I doubt ole Frederick ever had to structure his business day like we do. Information flows like water from e-mails, faxes, phone calls, and even snail mail. I often find myself overwhelmed.

With that in mind, we've worked hard to have our Source Book revised. I think we've developed a useful intelligence tool--it's something you shouldn't throw away. We've assembled important information so you can discard files of old product brochures, scraps of paper, and other assemblages that seem to gather on even the most organized desk.

As an added bonus, we've even provided some market intelligence of our own. There's a section on what your fellow producers are thinking about purchasing this year. This is based on results you recently provided us via your survey answers. I think it's always interesting to benchmark your thoughts with other producers.

And with the thought in mind that eliminating unnecessary clutter is a quick way to a more productive job performance, you should know that you could purchase CD-ROMs of the past issues of THE CONCRETE PRODUCER. It's a great way to keep back issues of the magazine close for future reference. You can learn more about these products at the bookstore Web site at www.wocbookstore.com.

Effectively using the information we have provided here may just be the edge you and your staff may need to help us in the competitive battle against asphalt, steel, and plastic.

To learn more about Boiling Point--Where Collaboration Leads to Real Business Solutions, call Jerry Shrair at 203-227-9100, or visit www.boiling-point.com.