Mapping Your Industry: Tools I Use to Help Executives Stay Ahead

In today’s fast-moving business world, it’s easy for even seasoned executives to get blindsided by unexpected competitors or disruptive trends. The difference between staying ahead and falling behind often comes down to how well you map your industry. Industry mapping isn’t just about knowing your direct competitors—it’s about building a system that helps you spot both opportunities and threats before they become obvious to everyone else.

Here’s the framework I use to keep my clients ahead of disruption:

The Three-Horizon Intelligence System

Horizon 1: Competitive Landscape

Track direct competitors using tools like Apollo and ZoomInfo.

Monitor organizational changes, hiring trends, and what leaders are discussing on platforms like LinkedIn.

Horizon 2: Adjacent Market Disruption

Watch developments in related industries (e.g., fintech, logistics, retail tech).

Maintain “disruption watch lists” to spot companies that could pivot into your space.

Horizon 3: Weak Signal Detection

Scan for early indicators of change—regulatory filings, patents, academic research, and niche venture capital newsletters.

Weekly Intelligence Routine

Monday: Review competitor activities and industry news.

Wednesday: Connect with your network, especially those in adjacent sectors, to gather fresh perspectives.

Friday: Analyze weak signals you’ve collected and track them in a spreadsheet for patterns.

Action Steps for Executives

Audit your information sources—avoid echo chambers.

Map out your three horizons: competitors, adjacent threats, and weak signals.

Build a consistent intelligence routine; even 15 minutes a day makes a difference.

Expand your network to include people who see different parts of the landscape.

Executives who thrive aren’t just well-informed—they’re systematically curious and connected. Industry mapping is your early warning system. Don’t let comfort lead to complacency—start mapping, stay curious, and stay ahead⁠⁠.

Martina Mazzoni, Principal, The Council & Senior Consultant, LYC Partners