Transcript Information, what

Veikko Laine
Export Marketing
Information, what ?
Definition: …generally accepted (well established) true belief…
Information paradox: The more information there is, the cheaper
it gets and the more it is needed, - and the less we know how to use it.
Bib
l e: …to hear, and not understand. To see, and not comprehend…
Sun Tzu wrote some 2500 yrs ago in his book The Art ofW ar:
”Know yourself and the enemy, then you are not in danger, even if you
fight a hundred battles. When you do not know your enemy, but you
know yourself, your chances are 50/50. If you know neither the enemy
nor yourself, - you will loose everytime.
Shoshana Zuboff author of: ”In the Age of the Smart Machine: The Future of Work
and Power” stated ”For firms wanting to compete in an increasingly globalizing
market, the ability to generate advantage will depend upon getting more and
better information faster than their competitors and using it more cleverly.
Export Marketing
Veikko Laine
Information, what & why ?
Information is needed for de
c isionmaking. (improvm, efficiency)
What info is gathered & how ? & …analyzing, purifying, storing+adding, distributing…
Requirements :
Correct
(…checkpoints… ”garbage in…–garbage out”)
Fresh
(…”book-keeping” = historical info…
Speed
(”…need is here and now…”)
Costefficiency
(info needed + gathering & processing…)
Clarity
(understandable, holistic general view)
Uniformity
(”same form of similar info”)
Usability
(easily read, graphics, AND sufficiency !)
rear mirror…)
Veikko Laine
Export Marketing
Information, what & why ?
Requirements cont. :
Transformability
(…changes in needs, decisions, info add.)
Security & Copies
(…rights, passwords, …breakdowns…)
User feedback
(changes in standard reports, simple tools)
Requirements, …in other words :
- Is the info ”nice to know” vs. ”usefull to know”
- Do you get answers to your central questions, e.g. :
- What is the situation
- What should be done / Why
- How should it be done
- How much should be done
- When should it be done
- etc. pls. …remember R. Kipling…
- What is the targetted / potential outcome
Veikko Laine
Export Marketing
Non-balance of the quantity and
Quantity
value of info Value
Own Contact
network
Public sources
Time ======
By courtesy of: Matti Tervaskanto / Noptel Oy
…”80/20”…
Veikko Laine
Export Marketing
An example of info sources
Veikko Laine
Export Marketing
Everyone has the same info… BUT!! ….some can ”see”
…more… ??
…and act accordingly
Painting by Bev Doolittle: ”The forest has eyes”