From Signals to Decisions: How Competitive Intelligence Really Drives Advantage with Tracy Berry, Founder at Berry Insights

Most companies say they’re market-led — so why do decisions still feel slow, reactive, or overly cautious?

In this episode of the Insighter's Club Podcast, Ross is joined by Tracy Berry, Founder of Berry Insights, Vice President of the Council of Competitive Intelligence Fellows and former Senior Intelligence Analyst at the U.S. Department of Defense, to explore what truly turns insight into action.

Drawing on experience spanning national security, SaaS, and enterprise organizations, Tracy shares why competitive intelligence only creates advantage when it’s designed for decision-making — not just monitoring.

You’ll hear:

• Why “being market-led” is often misunderstood
• The difference between data, signals, and real intelligence
• How the what / so what / now what framework drives action
• What corporate insight teams can learn from defense-grade intelligence tradecraft
• How to build trust, narrative, and decision confidence with leaders

A practical and thought-provoking listen for insight leaders, competitive intelligence teams, and anyone focused on turning insight into impact.

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