The Strategy Skills Podcast: Strategy | Leadership | Critical Thinking | Problem-Solving 645: Ex McKinsey expert on war games, John Horn. How to read your competitors (Strategy Skills classics)
Apr 15, 2026
John Horn, former McKinsey strategy expert and Olin Business School professor, reveals how to think like rivals. He explains war gaming, a four-step framework to predict competitor moves, and how to build cognitive empathy for realistic reactions. Practical tips cover quick war games, where to focus tracking time, and using profiles to anticipate partners and regulators.
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Big Moves Always Trigger Competitor Reaction
- Strategy choices almost always affect the market, so competitors will react rather than passively accept your move.
- John Horn says assuming no reaction is unrealistic because competitors will act to protect or grow their share.
Calling Competitors Irrational Stops You Learning
- Labeling competitors as irrational blocks inquiry and thinking from their viewpoint.
- Horn argues every action is explainable once you consider that competitors pursue their own goals and constraints.
Four Step Process For Competitive Insight
- Follow four disciplined steps: collect public signals, map competitor assets, profile the decision maker, and write short-term predictions.
- Horn advises revisiting written predictions after 6–9 months to learn and refine your model.
