Competitive Intelligence: How to Work a Trade Show

A trade show may be the single best place to collect data about your industry—and your rivals. It teems with chatty salesmen, knowledgeable exhibitors, industry insiders, and high-level executive speakers. To John Nolan, a 22-year military intelligence veteran and business consultant, that’s a “target-rich environment.” Define your goals and do some homework beforehand, and you will come home with a lot more than a stack of business cards

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Competitive Intelligence: How to Work a Trade Show