Are products circling to the bottom? Have you noticed that a company comes out with a great new product or a musician has a smash hit album, and their customers love it?
Then their competitors start the race to copy what they have done? This copying may explain the number of Ed Sheeran clones around at the moment and why Apple is between a rock and a hard place.
The trouble is with this plagiarism becomes the industry standard very quickly, and the reduced impact on the then delighted customer. They shrug their shoulders and get on with it.
So then, the company with the original idea has a set of customers with even higher expectations and thus have to innovate to keep up.
Intelligence helps companies like this to jump three steps ahead of the competition, isolate weaknesses in current offerings and predict what is going to happen in the future.