CI Foundations

Superior Intelligence = Strategic Decision Making


Be the person who defines, gathers, analyzes, and distributes intelligence about products, customers, and competitors at your organization.  This program is designed to prepare professionals to establish and maintain a competitive intelligence function. Attendees will learn how to construct a competitive intelligence function, create processes and learn effective analysis frameworks to establish a competitive intelligence function in their organization. Attendees will also learn practical tips and tricks for implementing and leveraging a competitive analysis competitor program within the organization for better marketing, key account team management, and other firm strategic initiatives. Attendees will have an invaluable opportunity to network with other professionals and build long-term connections.


  • Competitive Intelligence Concepts and Methodology
  • Establishing and Organizing a Competitive¬† Intelligence Function
  • Leveraging Information for Action
  • Competitive Intelligence Analysis Process and Frameworks
  • Competitive Intelligence from the Legal Perspective
  • Implementing a Competitive Analysis Intelligence Program
  • Integrating Competitive Intelligence into Strategic Practice and Goals

Law librarians and legal information professionals seeking to learn how to build a competitive intelligence strategy at their organization (including firm, law schools, government, and other organizations)


Zena Applebaum headshot

Zena Applebaum is a competitive intelligence strategist, legal industry observer, and personal brand advocate. Having pioneered the discipline of law firm competitive intelligence nearly 20 years ago, Applebaum shares her passion for the legal and CI industries as a speaker, writer, and contributor to blogs including 3 Geeks and a Law Blog on topics ranging from competitive intelligence to change management, qualitative data analysis, and personal branding. In 2015, she was inducted as a Fellow of the Council of CI Fellows. Applebaum has been a sessional instructor at the University of Toronto iSchool, Rutgers University, and a guest lecturer at law schools across North America. She honed her CI skills as the director of competitive intelligence at Bennett Jones LLP for more than a decade prior to taking on her current role as national director, market insights and engagement at Thomson Reuters in Canada. In her role, she is responsible for client intelligence, market insights, and sales enablement.


This continuing professional education opportunity is sponsored the American Association of Law Libraries in partnership with Wolters Kluwer. Contact AALL Director of Education Celeste R. Smith for more information.

Wolters Kluwer