The Secret Art of “Shapeshifting” in Product Launch Success

Commercial Strategies for Growth in Changing Economic Times

The Secret Art of “Shapeshifting” in Product Launch Success

Speakers: Benjamin Gilad, Academy of Competitive Intelligence & Jay Nakagawa, Competitive Intelligence, Dell Technologies

Originally presented: March 30, 2023
Watch time: 60 minutes

Access the Webcast

An interactive session presenting the concept of "shapeshifting"- the skill underlying pressure-testing for your product strategy before you spend a lot of money.

“Shapeshifting” is the ability to predict what others will do by getting seriously “under their skins.”

In this session, you’ll get a rare opportunity to test your own innate talent of “shapeshifting” based on a short case and will be given a tool to develop it further throughout your career. Using this talent has enabled many product managers, brand directors, marketers and planners to design a winning product launch in a hotly contested market.

Registrants will be provided a short case to review before the event to prepare for the interactivity and discussion within the presentation.

Learning Objectives

  • Learn of the true value of competitive intelligence in product planning and strategy – it’s not about information or data.
  • Recognize the importance of seeking clues to market reaction before launch – avoid surprises and sharpen differences.
  • Discover the value of intuitive judgements instead of discounting them; your experience has incredible value.
  • Raise the probability of meeting goals in hotly contested markets
  • Manage expectations based on true understanding of the competitive arena

About Benjamin Gilad

Benjamin Gilad

Benjamin Gilad, Academy of Competitive Intelligence

Former strategy professor at Rutgers University, founder and CEO of the Academy of Competitive Intelligence since 1999, author of 6 books including Business War Games (2008) and The Opposite of Noise (2022). The Academy developed the CIP™ certification for professionals and managers facing competitive pressures and has over 3,000 certified globally, with 87% from the Fortune 500 corporations.

About Jay Nakagawa

Jay Nakagawa

Jay Nakagawa, Competitive Intelligence, Dell Technologies

Jay Nakagawa has been leading Dell Technologies' Competitive Intelligence for the past 10 years. For over 20 years, Jay had been a product manager creating winning product strategies in the IT industry with companies including Compuware, McDATA/Brocade, Sun Microsystems, and EMC. As a product manager, Jay understands the importance of understanding the competition and developing effective strategies. Jay has a B.S. from the University of Colorado Boulder, M.B.A. from Regis University, and has earned his CIP-I and CIP-II from the Academy of Competitive Intelligence (ACI).

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