GEOINT Shield -- Defense and Intelligence is a column by Marv Gordner, Program Manager, Intelligence Solutions Division, MorganFranklin. Mr. Gordner is a retired Military Intelligence Officer (Retired Lieutenant Colonel) who shares his knowledge and insights into the Defense and Intelligence side … More »
Have a Little Empathy: How to Provide the Best Intelligence Products to Support Customers
May 18th, 2012 by Marv Gordner
A veteran soldier I respect told me the story of receiving a care package, years ago, while serving in the jungle. Imagine his surprise and laughter when he noticed that the care package included bottles of bubble bath! No doubt, the giver’s heart was in the right place; the gift just wasn’t practical. While this is an exaggeration, there is some truth to it. For the intelligence professional who desires to provide timely, focused, and relevant products, there are some helpful questions to ask to ensure that all products are practical for use. All involve a little empathy—the ability to place oneself in the customer’s position.
Questions every intelligence professional should ask:
- What is the customer’s mission? Is he/she protecting a fuel delivery convoy, or pulling security at corps headquarters? Is this a humanitarian mission, such as a mobile medical team, or a raid to apprehend an enemy insurgent? This knowledge will help tailor the product(s) to the right audience.
- What kind of bandwidth can this customer support? A Special Forces team at a forward operating base (FOB) may or may not be able to receive sophisticated products such as detailed imagery, which requires excessive bandwidth. Meanwhile, a customer at a main operating base may have no bandwidth restrictions.
- How much time does the customer have? Selected Special Forces NCOs, called 18Fs, undergo excellent intelligence training. Still, in a tactical scenario, the team’s 18F likely has other responsibilities. Intelligence is not a full-time job. The client cannot focus solely on intelligence matters. He/she may need simple, relevant, well-marked products that brief themselves. (For example, PowerPoint slides should include complete sentences instead of bulleted phrases.) In other cases, the customer may wish to cut and paste portions of the product into working products.
- What customer need does the product fulfill? Does it answer a question the customer is asking? Any intelligence product is useless without a “so what” purpose. Is it to inform the customer? Is it to allow a decision maker to make a choice or assume a risk? If the product does not answer this question, it is useless.
- It is always appropriate to contemplate security considerations. After all, legend tells us that the Mongols got over the Great Wall of China by simply bribing selected guards. What is the highest level of classification that the customer’s computer can support? Can he/she move a classified product from one system to another? Does the client have a SCIF or tactical “TSCIF”? Does he/she have the ability to store any classified materials?
- What kind of enemy threat exists? Is the customer located on a secure compound, or forward under stealth in enemy territory? A customer on a secure base can make a lot of noise, hang products on the wall, and use multiple computers. A sniper or small tactical unit, on the other hand, might not even be able to “light up” a Tough Book, due to enemy threats.
- What kind of training does the customer have? Does it include intelligence training? Again, an 18F has excellent training and knows jargon and abbreviations like PIRs (Priority Intelligence Requirements), LTIOV (Latest Time Information of Value), OCOKA (Observation and Fields of Fire, Cover and Concealment, Obstacles, Key Terrain, and Avenues of Approach), and ICP (Intelligence Collection Plan). A coalition tactical element may need basic, clear products in simple English, with no slang.
By asking these types of questions, intelligence professionals can create intelligence products that best support customers, which is our ultimate purpose.
Tags: CIA, Department of Defense, DIA, GEOINT, geospatial intelligence, Intelligence Community, Marv Gordner, Military, MorganFranklin, MorganFranklin and Intelligence Community, Pivotal Plays