PEST, PORTER, CUSTOMERS & EMPLOYEES Ring 1: micro changes. (assessing strategy strength & direction) Listen to call center calls. Go out and visit customers & employees at stores. Talk to people who prefer your competitors products. What feedback are you getting on social platforms? Are customers or employees coming up with new ways to use your products & services? Is the brand still top of wallet and mind? What Substitute customer needs are you not meeting? products & What does this info tell you about your strategy? Is it still relevant? services Ring 2: micro-macro What new entrants are coming up on the Customers scene that you should be aware of? Are New alternative products & services being Suppliers & entrants adopted by customers? What moves Employees have your primary competitors made? Has your market shrunk or grown? Can your suppliers make you obsolete? Should you adjust or stay the course with your strategy? Main Ring 3: macro competitors What trends should you observe and take advantage of (customer, technology, cultural)? Are political rules going to change the way you do business? Is the economy making your customers lives better or worse? Does your strategy still@digitalinfant align with the changing environment?