IA Spy School
Joe Dyer | March 2009
joe.dyer@travelocity.com
joe.dyer@travelocity.com
Wednesday, March 25, 2009

joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Spy IA
●Contextual Inquiry
●Interrogation Tech
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Spy IA
●Contextual Inquiry
●Interrogation Tech
●Ethnography
●HUMINT Collection
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Spy IA
●Contextual Inquiry
●Interrogation Tech
●Ethnography
●HUMINT Collection
●Competitive Analysis
●OSINT Collection
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Spy IA
●Contextual Inquiry
●Interrogation Tech
●Ethnography
●HUMINT Collection
●Competitive Analysis
●OSINT Collection
●Personas
●Dossiers
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Spy IA
●Contextual Inquiry
●Interrogation Tech
●Ethnography
●HUMINT Collection
●Competitive Analysis
●OSINT Collection
●Personas
●Dossiers
●Usability Testing
●Waterboarding
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Spy School 101
1. How to read lips
2. Survive a bar fight
3. Fight a shark
4. Size up a an armed threat
5. Stop a car with no brakes
6. Survive a fall
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
IA Spy School
Learn to read lips by
watching a DVD on mute
with subtitles on to get
used to the mouth shapes.
Then turn the subtitles o
to see if you can interpret
what the characters are
saying.
PART 1: You Are Already a Spy
joe.dyer@travelocity.com
Wednesday, March 25, 2009

IA Spy School
This is Intelligence Agent
very
The Spy as
important
Spying involves an individual
obtaining information or “intelligence”
that is considered secret or
confidential.
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
This is Intelligence Agent
very
The Spy as
important
Spying is represented in the media as
something done to manipulate, blackmail or
otherwise exert power over another party.
But spying provides an information
gathering model for those in the
information business to be used in a not-
so-evil way.
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
This an Intelligence Agent
is very
Becoming
important
1.Gathering Intelligence
2.Creating a Network
3.Leveraging intelligence to
influence decision-makers
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
This Is
Problem Solving,
Right?
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
This Is
Problem Solving
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Gaining Influence With
Key Decision Makers
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Remember, the best way to
survive a bar fight is to make
people think that you are
about to bring a level of
violence completely out of
proportion to the situation.
You have to act CRAZY!
PART 2: Gathering Intelligence
joe.dyer@travelocity.com
Wednesday, March 25, 2009

IA Spy School
Types of Intelligence
● OSINT - Open Source Intelligence
● HUMINT - Human source intelligence
● COMINT - Communications Intelligence
● SIGINT - Signals Intelligence
● MASINT - Measurement and Signature Intelligence
● GEOINT - Geospatial Intelligence
● TECHINT - Technical Intelligence
● FININT - Financial Intelligence
● IMINT - Imagery Intelligence (aerial/satellite)
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Types of Intelligence
● OSINT - Open Source Intelligence
● HUMINT - Human source intelligence
● COMINT - Communications Intelligence
● SIGINT - Signals Intelligence
● MASINT - Measurement and Signature Intelligence
● GEOINT - Geospatial Intelligence
● TECHINT - Technical Intelligence
● FININT - Financial Intelligence
● IMINT - Imagery Intelligence (aerial/satellite)
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
OSINT Intelligence
Open Source Intelligence (OSINT) is a
processing discipline that involves finding info
from publicly available sources and analyzing it
to produce actionable intelligence.
●Overt, publicly available sources
●Not covert or classified sources
●Not related to open-source software
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
OSINT Intelligence
This is no dierent that conducting competitive
analysis and market research.
●Same as getting to know your competition
●Basic project pre-production analysis
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Examples of Open Source Intelligence
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Linked In
●Education
●Work History
●Contacts
●Professional Organizations
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Facebook
●Personal Information
●Photos
●List of 25
●Political Afiliations
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Twitter
●What They Like
●What They Dislike
●Where They Eat
●Random Thoughts
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Flickr
If a picture is worth a
thousand words, then
Flickr is worth several
quadrillion.
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Google
Take a break from googling
yourself and use Google to
research decision makers.
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Executive Bios
Companies often have
online biographies for
executives and senior
leaders.
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
HUMINT Intelligence
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
HUMINT Intelligence
You already do this today but you don’t call it
this.
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Hello?
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Listening
●Listening is the best method
ever developed to gather
information.
●You learn a lot more with
your mouth shut and your
ears open
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Observing
●Body Language
●How decision maker treats
others
●Who influences them
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Every single encounter,
your internal
microphones should be
on and cameras rolling.
joe.dyer@travelocity.com
Wednesday, March 25, 2009

IA Spy School
Successful HUMINT Gathering Occurs When:
●You are more devoted to acquiring
information than to imparting it.
●You are prepared to like the person you are
studying. People sense when they are liked
and open up. Dislike causes you to focus on
negative observations.
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Remember:
●You are trying to create afinity
●Afinity is the precursor to rapport
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
While researching this presentation …
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
What We Know: ● United States Marine Corps Pilot
(Approx 10-12 yrs)
● Commissioned Oficer, College
Graduate
Boeing 737 ● Currently flies Boeing 737s for
Southwest Airlines
● Brother currently flies for
American Airlines
● Concerned about the economy’s
eects on airline industry
● Although concerned, is optimistic
● Married, has a teenaged daughter
● Drives a late model Hunter Green
Honda Pilot
● Gregarious, outgoing personality
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
What We Can Predict:
●Emotional stamina
●Patient
●Honest
●Generous
●Loyal
Marines are used to doing much with very little resources.
Yet, senior airline pilots earn a very handsome salary. His
choice of vehicle shows he values frugality and
economy.
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Characteristics of a Good Intelligence Agent
● Be perceptive about people
● Be able to work well with others under dificult
circumstances
● Learn to discern between fact and fiction
● Be able to distinguish between essentials and
nonessentials
● Have a large amount of ingenuity
● Pay appropriate attention to detail
● Be able to express ideas clearly, briefly and, very
important, interestingly
● Learn when to keep your mouth shut
Source: The Craft of Intelligence by Allen Dulles
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Playing dead may work on
a bear but won't deter an
aggressive shark. Play dead
and you'll soon be dead.
You have to make the
shark see you as a strong,
credible threat.
PART 3: The IAs Deliverable: The Dossier
joe.dyer@travelocity.com
Wednesday, March 25, 2009

IA Spy School
●Resume and background history
What To Collect
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
●Resume and background history
What To Collect ●Myers-Briggs personality types
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
●Resume and background history
What To Collect ●Myers-Briggs personality types
●Known passionate topics & gotchas
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
●Resume and background history
What To Collect ●Myers-Briggs personality types
●Known passionate topics & gotchas
●Consistent or unusual behaviors
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
●Resume and background history
What To Collect ●Myers-Briggs personality types
●Known passionate topics & gotchas
●Consistent or unusual behaviors
●Pertinent downward pressures
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
●Resume and background history
What To Collect ●Myers-Briggs personality types
●Known passionate topics & gotchas
●Consistent or unusual behaviors
●Pertinent downward pressures
●Leadership Style
(Autocratic, consensus builder, etc)
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
●Resume and background history
What To Collect ●Myers-Briggs personality types
●Known passionate topics & gotchas
●Consistent or unusual behaviors
●Pertinent downward pressures
●Leadership Style
(Autocratic, consensus builder, etc)
●Communication or learning style
(visual, auditory, emotive, etc)
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Tools of the Trade
•Flame Thrower Lighter
•Explosive Toothpaste
•Garrote Watch
•Ski Pole/Gun
•Aston Martin DB5
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Tools of the Trade
●iPhone
●Contact Manager Software
●Personal Info Managers
●Blackberry
●Pen and Paper
Use these tools to build a mnemonic library
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
The Most Important
Tool of the IA:
The Dossier
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Anatomy of a Dossier
●Contact Info
●Web Info
●Profile Info
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Dossier Example
●John Q Public
●Chief Marketing Oficer
●Acme Corporation
The Dossier
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Contact Information
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Web Information
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Profile
Information
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Profile Information
●Communication Style
●Leadership Style
●Focus/Priorities
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Profile Information
●Political/Organizational
●Personal
●Myers-Briggs
Assessment
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Profile Information
●Myers-Briggs
Assessment
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
IA Spy School
Know Your Target
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
IA Spy School
Remember, even a gun
wielded by a four-year-old is
more dangerous than a 400
pound gorilla, so even if the
gunner doesn't look
physically threatening, never
forget that your real problem
is the gun.
PART 4: The Spy Network
joe.dyer@travelocity.com
Wednesday, March 25, 2009

IA Spy School
The Spy Network:
What it is
The network is you and
your colleagues.
If you are an agency,
maybe you have trusted
agents on the inside to
feed you intelligence.
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
The Spy Network:
How To Create One
Take what you learn here
and organize yourselves.
Make sure it is a network
of people you trust.
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
The Spy Network:
Why It’s Beneficial
The whole is greater than
the sum of its parts.
Everyone on your team
has the ability to influence
decision makers.
The more you try to exert
influence by yourself, the
less successful you will
be.
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Car got no brakes? Use
friction to slow your
vehicle. Driving through
gravel or dirt can slow
your vehicle
considerably. Avoid
ditching in water as your
chances of surviving
aren't so good.
PART 5: Spy Games: Putting It Into Action
joe.dyer@travelocity.com
Wednesday, March 25, 2009

IA Spy School
The Five Tactics
to Influence
Decision Makers
The Art of Project Management
by Scott Berkun
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
The Five Tactics to Influence Decision Makers
1. The Group Meeting
2. The Jedi Mind Trick
3. Flanking Your Objective
4. The Indirect Request
5. The Direct Request
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
The Group Meeting
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
The Group Meeting
Sometimes, a group meeting is the only way to
resolve a question of power.
Know in advance who will attend; use intelligence
accordingly.
Predict questions/comments and prepare
responses based on your objective.
This is the most dificult tactic to
control.
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
When to Choose The Group Meeting
● Sometimes, a group meeting is the only way to
resolve a question of power.
● Perhaps power or decision making is shared. You
need to influence more than one person.
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
The Jedi Mind Trick
This isn’t the
social media
solution you’re
looking for.
This isn’t the
social media
solution I’m
looking for.
YOU
joe.dyer@travelocity.com
TARGET
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
The Jedi Mind Trick
● You can plant seeds and water them with
someone else’s ego.
● Force a discussion, identify a problem and
ask for help in finding a solution.
Don’t oer the answers yourself but instead
ask questions & make points that lead
Target toward the outcome you want.
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
When to Choose The Jedi Mind Trick
● You don’t think a direct request will work.
● Target feels like they have to always be right.
● Use only if you have the subtlety and
improvisational skills that few possess
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Flanking Your Objective
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Flanking ● Exploit the power of peer
pressure.
●Invest in the support from
others to voice similar
arguments.
●Choose carefully among
the people to use as
surrogates
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
When to Flank ● When the direct requests
have failed
● When the target is a
consensus builder
● When the target is on the
fence and needs
additional push
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
The Indirect Request
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Be Indirect ●Enlist the support of
another person to make
requests for you,
someone who works for
Target who happens to
have influence on the
issue in question.
●Preferably somebody
with considerable clout
with Target.
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
When to Choose The Indirect Request
● Target just doesn’t like you or is currently upset
with you for some other reason.
● Target exists several layers above you in the
organization and it is not appropriate to
approach directly.
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
The Direct Request
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
The Direct Request
● Ask the person who has the
power you need directly.
● This could be an conversation,
an email, or a meeting
exclusively for this purpose.
● Keep in mind: The more
formal the request, the
greater the odds that others
will be involved.
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
When to Use The Direct Request
●When you have rapport with the
target
●As often as possible as this is the
tactic that is most within your ability
to control the outcome
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
IA Spy School
When you fall from a
great height onto land,
PART V you will usually bounce.
Some people who survive
the initial impact (often
with a feet-first landing)
suer a fatal injury on
their second impact.
PART 6: Spy Code of Conduct
joe.dyer@travelocity.com
Wednesday, March 25, 2009

IA Spy School
Ethics
● Why spying is good: Every agent should be
establishing relationships at every level of
the hierarchy to include the senior
executive and CEO levels.
● This intelligence gathering and relationship
building is equally important to both the
decision maker and the agent.
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Ethics
● Check with the policies of your company.
● Know when to be a trustworthy confidant.
● Never betray a confidence.
● Know what is and is not on the record.
● Don’t use anything you learn to hurt anyone.
● Don’t engage in gossip.
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
INTRUDER ALERT!
joe.dyer@travelocity.com
Wednesday, March 25, 2009

IA Spy School
How To Respond If Your Cover Is Blown
● It is our job to know our audience
● We are just doing our due diligence
● We don’t get to dictate, we influence
decisions
● The research on decision makers is flattering
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
In Conclusion
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
This is very
You too can become Intelligence Agent by:
important
1.Gathering Intelligence
2.Creating a Network
3.Leveraging intelligence to
influence decision-makers
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
If You Remember
One Thing …
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
The James Bond Martini
Source: Casino Royale by Ian Fleming
●3 parts Gordon's English Gin
●1 part vodka
●½ part Lillet Kina
●Shaken, not stirred
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009

IA Spy School
Sources
●The Craft of Intelligence: America's Legendary Spy Master on the Fundamentals of
Intelligence Gathering for a Free World by Allen W. Dulles
●From the Bureau to the Boardroom: 30 Management Lessons from the FBI by Dan
Carrison
●Hit the Ground Running: Winning Secrets for Keeping Your Career on Track and
Moving Forward by Gene Garofalo
●The Art of Project Management by Scott Berkun
●Wikihow.com
●Wikipedia.org
●Images: iStockphoto, stockxchange, Flickr
joe.dyer@travelocity.com
joe.dyer@travelocity.
com
Wednesday, March 25, 2009