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Finally, they must learn to communicate their completed message properly.
That means learning to say things in a clear and convincing style while
also availing themselves of new, passive means of dissemination, such
as Lotus Notes® technology. From a management point of view, we
find that there are other collateral issues which emerge from these stud-
ies. But we will cover them in more depth later.
APPENDIX: BASIC PRINCIPLES FOR PRODUCING CI
In seeking to understand CI as it exists today, it is useful to have
available a short list of basic principles which can remind you how both to
understand and to communicate the underlying issues involved in in-
telligence production. In the mid-1950s, Brigadier General Washington
Platt argued that such principles should have to meet four criteria: 20
• Each principle must be important and of widespread application.
• Each principle must provide a guide for action in many situations.
• The basic concept behind each principle must be expressed in a single word,
or in a simple, short phrase.
• The principles must be flexible and have simple descriptions, without con-
taining legalistic or other technicalities.
Based on his principles, there are nine key principles applicable to
the production of intelligence which meet these criteria. They are
1. Purpose
2. Definitions
3. Exploitation of Sources
4. Significance
5. Cause and Effect
6. Culture
7. Trends
8. Degree of Certainty
9. Conclusions

Purpose

The principle of the Purpose is involved with all aspects of every
intelligence project. The approach to every intelligence project must be
governed by the end use to which its results are to be put. The end use
determines the timing, the extent of coverage, the language, and even
the manner of its treatment. The immediate purpose of an assignment

-31-

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Publication Information: Book Title: The Internet Age of Competitive Intelligence. Contributors: John J. McGonagle - author, Carolyn M. Vella - author. Publisher: Quorum Books. Place of Publication: Westport, CT. Publication Year: 1999. Page Number: 31.
    
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