0
IA Spy School
         Joe Dyer | March 2009
                 joe.dyer@travelocity.com
                                   ...
joe.dyer@travelocity.com

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




          Spy                               IA
                                           ●Contextual In...
IA Spy School




          Spy                               IA
                                           ●Contextual In...
IA Spy School




          Spy                               IA
                                           ●Contextual In...
IA Spy School




          Spy                               IA
                                           ●Contextual In...
IA Spy School




          Spy                               IA
                                           ●Contextual In...
IA Spy School




                            Spy School 101
                              1.   How to read lips
         ...
IA Spy School
           IA Spy School


                                Learn to read lips by
                           ...
IA Spy School




          This is Intelligence Agent
                  very
     The Spy as
           important
    Spy...
IA Spy School




          This is Intelligence Agent
                  very
     The Spy as
           important
    Spy...
IA Spy School




        This an Intelligence Agent
             is very
   Becoming
         important
                 ...
IA Spy School




               This Is
          Problem Solving,
               Right?
                             joe...
IA Spy School



                                                        This Is
                                         ...
IA Spy School



                            Gaining Influence With
                             Key Decision Makers




  ...
IA Spy School

                                      Remember, the best way to
                                      survi...
IA Spy School




                     Types of Intelligence
                          ●   OSINT - Open Source Intelligenc...
IA Spy School




                     Types of Intelligence
                          ●   OSINT - Open Source Intelligenc...
IA Spy School




                     OSINT Intelligence
                          Open Source Intelligence (OSINT) is a
...
IA Spy School




                     OSINT Intelligence
                          This is no dierent that conducting com...
IA Spy School




                   Examples of Open Source Intelligence




                                 joe.dyer@tr...
IA Spy School




                                                Linked In

                                             ...
IA Spy School




                                                 Facebook

                                             ...
IA Spy School




                                                 Twitter

                                              ...
IA Spy School




                                                Flickr

                                               I...
IA Spy School




                                                 Google

                                               ...
IA Spy School




                                               Executive Bios

                                         ...
IA Spy School




                      HUMINT Intelligence




                               joe.dyer@travelocity.com

 ...
IA Spy School




                      HUMINT Intelligence
                          You already do this today but you do...
IA Spy School




                          Hello?



                                   joe.dyer@travelocity.com

  joe.d...
IA Spy School




               Listening


                             ●Listening is the best method
                  ...
IA Spy School




               Observing


                             ●Body Language
                             ●How...
IA Spy School




                                     Every single encounter,
                                          y...
IA Spy School




                    Successful HUMINT Gathering Occurs When:


                    ●You are more devoted...
IA Spy School




                    Remember:

                    ●You are trying to create afinity
                   ...
IA Spy School




              While researching this presentation …




                             joe.dyer@travelocit...
IA Spy School




      What We Know:                    ● United States Marine Corps Pilot
                              ...
IA Spy School




        What We Can Predict:
        ●Emotional stamina
        ●Patient
        ●Honest
        ●Genero...
IA Spy School



                  Characteristics of a Good Intelligence Agent


                    ● Be perceptive abou...
IA Spy School

                                            Playing dead may work on
                                      ...
IA Spy School




                                     ●Resume and background history
   What To Collect




             ...
IA Spy School




                                     ●Resume and background history
   What To Collect                  ...
IA Spy School




                                     ●Resume and background history
   What To Collect                  ...
IA Spy School




                                     ●Resume and background history
   What To Collect                  ...
IA Spy School




                                     ●Resume and background history
   What To Collect                  ...
IA Spy School




                                     ●Resume and background history
   What To Collect                  ...
IA Spy School




                                     ●Resume and background history
   What To Collect                  ...
IA Spy School




                    Tools of the Trade
                   •Flame Thrower Lighter
                   •Exp...
IA Spy School




                    Tools of the Trade
                    ●iPhone
                    ●Contact Manager ...
IA Spy School




                            The Most Important
                              Tool of the IA:



        ...
IA Spy School




                     Anatomy of a Dossier

                                                ●Contact Info...
IA Spy School




    Dossier Example

    ●John Q Public
    ●Chief Marketing Oficer
    ●Acme Corporation

             ...
IA Spy School




                          Contact Information




                                      joe.dyer@travelo...
IA Spy School




                                                        Web Information




                            ...
IA Spy School




                                                        Profile
                                         ...
IA Spy School




   Profile Information

   ●Communication Style
   ●Leadership Style
   ●Focus/Priorities




           ...
IA Spy School




   Profile Information

   ●Political/Organizational
   ●Personal
   ●Myers-Briggs
   Assessment




    ...
IA Spy School




   Profile Information

   ●Myers-Briggs
   Assessment




                             joe.dyer@traveloc...
IA Spy School
             IA Spy School




 Know Your Target




                             joe.dyer@travelocity.com

...
IA Spy School
           IA Spy School

                              Remember, even a gun
                              w...
IA Spy School




                                                The Spy Network:
                                       ...
IA Spy School




                                             The Spy Network:
                                          ...
IA Spy School




                                               The Spy Network:
                                        ...
IA Spy School

                                    Car got no brakes? Use
                                    friction to ...
IA Spy School




                  The Five Tactics
                  to Influence
                  Decision Makers
     ...
IA Spy School




                  The Five Tactics to Influence Decision Makers

                   1.     The Group Meet...
IA Spy School




                            The Group Meeting

                                joe.dyer@travelocity.com
...
IA Spy School




                  The Group Meeting
                  Sometimes, a group meeting is the only way to
    ...
IA Spy School




                  When to Choose The Group Meeting

                  ● Sometimes, a group meeting is th...
IA Spy School



                                       The Jedi Mind Trick
       This isn’t the
       social media
    ...
IA Spy School




                  The Jedi Mind Trick
                  ● You can plant seeds and water them with
      ...
IA Spy School




                  When to Choose The Jedi Mind Trick


                  ● You don’t think a direct requ...
IA Spy School




                   Flanking Your Objective




                             joe.dyer@travelocity.com

  ...
IA Spy School




                    Flanking                ● Exploit the power of peer
                                ...
IA Spy School




                    When to Flank           ● When the direct requests
                                 ...
IA Spy School




                          The Indirect Request




                                  joe.dyer@travelocit...
IA Spy School




                    Be Indirect            ●Enlist the support of
                                      ...
IA Spy School




                   When to Choose The Indirect Request

                   ● Target just doesn’t like yo...
IA Spy School




                     The Direct Request




                              joe.dyer@travelocity.com

  jo...
IA Spy School




                     The Direct Request
                          ● Ask the person who has the
         ...
IA Spy School




                    When to Use The Direct Request
                          ●When you have rapport with...
IA Spy School
           IA Spy School
                                      When you fall from a
                        ...
IA Spy School



           Ethics
           ● Why spying is good: Every agent should be
                establishing rel...
IA Spy School



           Ethics
           ●     Check with the policies of your company.
           ●     Know when to...
IA Spy School




                                                INTRUDER ALERT!
                            joe.dyer@tra...
IA Spy School




            How To Respond If Your Cover Is Blown

           ● It is our job to know our audience
     ...
IA Spy School




                            In Conclusion




                                joe.dyer@travelocity.com

...
IA Spy School




          This is very
    You too can become Intelligence Agent by:
           important
              ...
IA Spy School




                            If You Remember
                               One Thing …




             ...
IA Spy School



                                                  The James Bond Martini
                                ...
IA Spy School




     Sources

     ●The Craft of Intelligence: America's Legendary Spy Master on the Fundamentals of
   ...
Upcoming SlideShare
Loading in...5
×

IA/UX Spy School

5,106

Published on

The greatest UX professional in the world may never get his or her work implemented because they lack the ability to influence decision makers.

All too often, soft skills – particularly skills aimed at influencing others – are overlooked in the training and growth of a UX professional.

Spy School lays out simple techniques and methods for working pros to gather, share and exploit information to gain influence over decision makers. This presentation is aimed at UX pros working in large corporate environments and agency-employed IAs who frequently meet with clients in all levels of executive management to secure funding and/or approval of web projects.

Published in: Design
0 Comments
29 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
5,106
On Slideshare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
233
Comments
0
Likes
29
Embeds 0
No embeds

No notes for slide

  • Why spy school?
    I noticed a lot of similarities





  • additional training thru out
    that newly minted Intel agents will need

  • spying by nature is clandestine
    if they knew they would change behavior
    like the hawthorne effect
  • Spying gives us a model for information gathering
    that is inherently good
  • Today’s presentation will cover these three high-level themes:


  • we think this is our job. problem solving and
    documenting it
  • we assume you already good at the fundamentals
    of information architecture and experience design
  • It all comes down to getting to yes
  • this assumes nobody wants to get into a bar fight
    but the life of an Intel agent is unpredictable
  • Here are the many disciplines of intelligence collection
    there is no lack of work at the CIA
  • for our purposes we are only going to focus on these two
  • We are not talking about state secrets here
    open and freely available sources of information

  • Open source analysis is not much than what you are doing today.
    some might call it due dilligence
  • Let;s look at some examples of Open Source
  • what members of sr management dont have Linked In profile
    chock full of standard resume fodder
  • I happen to be friends with C-Level company officers
    although they are more reserved than your college buddies
    they still tend to put a lot of personal information online.
    A LOT.
  • when twitter is working, it too is an open source of intel
    Getting a bit more abstract but still a window into the soul
    Starbux and Zappos and other companies

  • If you have access to a flickr stream, bonus points for you
  • you might be surprised by what you learn if you haven’t
    been stalking them already

  • Look to your own company bios or if you are the agency of record
    the company you are providing service
    BASED on these sources alone, you should have a good baseline profile started

  • People watching
    being sociable
    but today we will look at
    taking it up to a new level
  • Let’s talk about your greatest info collection asset
  • every spy worth his or her salt keep their targets talking and talking


  • overt behaviors you should be looking for
    and of course writing all of this down
  • You are a living breathing recon sattelite
  • people like to do business with people they like and trust.
    when you encounter these decision makers, make them feel at ease

  • My own spy story of the mundane but it will illustrate my point


  • be perceptive, a good listener, team player
    I am done pounding on listening and we will move on
    but you can see how important it is to the process coming up




  • CEO handouts
    VP who worked with Duran Duran

  • even bosses have bosses




  • The primary tool of the intelligence agent is The Dossier. Everything we discuss can be expressed as a deliverable:
    The Dossier.
  • The primary tool of the intelligence agent is The Dossier. Everything we discuss can be expressed as a deliverable:
    The Dossier.




  • Whiz bang vs. number crunchers


  • The whole point of building up the Dossiers is to know your target

  • on the second bullet, let’s be clear that we are
    talking about tips on how to deal with certain
    senior managers
  • Here is a tip: boast for one another
  • studies show that we dont like it when we
    blow our own horn.
    boast for one another
  • if there is no show, gravel, dirt or friction inducing materials
    guard rails are good for slowing down. not so good for paint jobs

  • only slightly modified from some of the material in ch 16
  • Least desirable to most desirable
    How much you can control the situation

  • The other attendees can exert their politics on the situation
    so you really have to do your homework
  • Think steering committees. or standards bodies, etc
  • spend no time on this slide
  • there is a real life Jedi mind trick called the
    Labeling Technique
  • be careful. this is a form of manipulation
    and there can be consequences if you are caught
  • spend no time on this slide
  • Flanking is a military term
    You can choose to still apply direct influence or not
  • some decision makers are only comfortable
    hearing from several voices before making a
    decision
  • spend no time on this slide
  • Get a surrogate to make the request for you
    somebody that your target will listen to
  • Maybe you have burned a bridge
    or you just don’t have an in with this person
  • do not spend time on this slide
  • very powerful tip: politicians do it all the time

    Can I count on your support? the key is to get
    them to verbalize the agreement
    then they are likely to comply
  • Another tip: mirror your target
    MBA students were studied negotiating deals
    67% versus a paltry 12.5%

  • Your good ideas, sea changing maybe
    need to compete well in the arena
  • Mostly Golden Rule material here
    Please police yourselves. you would not want to be policed

  • BE completely HONEST
    but frame your response
    in the following ways

  • Take your observations skills to the next level
    You can be really influential if you do it as part of a team
    The whole point of this is to influence those in power
    particularly in large enterprises

  • Actual recipe taken from Bond’s instructions to the
    bartender. Casino Royale 1953

  • Transcript of "IA/UX Spy School"

    1. 1. IA Spy School Joe Dyer | March 2009 joe.dyer@travelocity.com joe.dyer@travelocity.com Wednesday, March 25, 2009
    2. 2. joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
    3. 3. IA Spy School Spy IA ●Contextual Inquiry ●Interrogation Tech joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
    4. 4. IA Spy School Spy IA ●Contextual Inquiry ●Interrogation Tech ●Ethnography ●HUMINT Collection joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
    5. 5. 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
    6. 6. 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
    7. 7. 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
    8. 8. 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
    9. 9. 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
    10. 10. 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
    11. 11. 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
    12. 12. 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
    13. 13. IA Spy School This Is Problem Solving, Right? joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
    14. 14. IA Spy School This Is Problem Solving joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
    15. 15. IA Spy School Gaining Influence With Key Decision Makers joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
    16. 16. 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
    17. 17. 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
    18. 18. 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
    19. 19. 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
    20. 20. 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
    21. 21. IA Spy School Examples of Open Source Intelligence joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
    22. 22. IA Spy School Linked In ●Education ●Work History ●Contacts ●Professional Organizations joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
    23. 23. IA Spy School Facebook ●Personal Information ●Photos ●List of 25 ●Political Afiliations joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
    24. 24. 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
    25. 25. 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
    26. 26. 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
    27. 27. 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
    28. 28. IA Spy School HUMINT Intelligence joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
    29. 29. 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
    30. 30. IA Spy School Hello? joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
    31. 31. 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
    32. 32. 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
    33. 33. IA Spy School Every single encounter, your internal microphones should be on and cameras rolling. joe.dyer@travelocity.com Wednesday, March 25, 2009
    34. 34. 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
    35. 35. 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
    36. 36. IA Spy School While researching this presentation … joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
    37. 37. 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
    38. 38. 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
    39. 39. 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
    40. 40. 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
    41. 41. IA Spy School ●Resume and background history What To Collect joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
    42. 42. 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
    43. 43. 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
    44. 44. 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
    45. 45. 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
    46. 46. 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
    47. 47. 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
    48. 48. 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
    49. 49. 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
    50. 50. IA Spy School The Most Important Tool of the IA: The Dossier joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
    51. 51. 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
    52. 52. 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
    53. 53. IA Spy School Contact Information joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
    54. 54. IA Spy School Web Information joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
    55. 55. IA Spy School Profile Information joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
    56. 56. IA Spy School Profile Information ●Communication Style ●Leadership Style ●Focus/Priorities joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
    57. 57. IA Spy School Profile Information ●Political/Organizational ●Personal ●Myers-Briggs Assessment joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
    58. 58. IA Spy School Profile Information ●Myers-Briggs Assessment joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
    59. 59. IA Spy School IA Spy School Know Your Target joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
    60. 60. 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
    61. 61. 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
    62. 62. 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
    63. 63. 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
    64. 64. 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
    65. 65. 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
    66. 66. 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
    67. 67. IA Spy School The Group Meeting joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
    68. 68. 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
    69. 69. 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
    70. 70. 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
    71. 71. 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
    72. 72. 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
    73. 73. IA Spy School Flanking Your Objective joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
    74. 74. 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
    75. 75. 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
    76. 76. IA Spy School The Indirect Request joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
    77. 77. 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
    78. 78. 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
    79. 79. IA Spy School The Direct Request joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
    80. 80. 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
    81. 81. 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
    82. 82. 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
    83. 83. 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
    84. 84. 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
    85. 85. IA Spy School INTRUDER ALERT! joe.dyer@travelocity.com Wednesday, March 25, 2009
    86. 86. 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
    87. 87. IA Spy School In Conclusion joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
    88. 88. 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
    89. 89. IA Spy School If You Remember One Thing … joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
    90. 90. 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
    91. 91. 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
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×