State of Readiness | Alan Michaels, Director of Industry Research at Industry Knowledge Graph
In this episode of State of Readiness, host Joseph Paris speaks with Alan Michaels, founder of the Industry Knowledge Graph, a strategic planning tool built on Michael Porter’s competitive strategy framework. The discussion traces Alan’s multi-decade journey to develop a globally comprehensive, highly granular industry taxonomy and its transformation into a usable, dynamic digital platform.
Alan recalls the pivotal moment in 1986 when, while working in IT at Manufacturers Hanover Bank, he was introduced to Porter’s Competitive Advantage. The structured, recipe-like nature of Porter’s methodology resonated deeply with him, prompting a career pivot toward corporate strategy. Over time, Alan held various strategic roles, including at IBM and in insurance, but ultimately dedicated himself full-time to his ambitious goal: to map the entire global economy by industry, using Porter’s definitions of competitive structure and market forces.
The result, launched in April 2024, is the Industry Knowledge Graph, a platform that classifies the global economy into over 24,000 distinct industries, based on competitive commonalities such as products, buyers, substitutes, and vendors. This granularity far exceeds traditional classifications like NAICS codes. For instance, while NAICS might group all jet aircraft in one industry, Alan’s system separates fighter jets, commercial jets, and blimps into unique segments. Even within food, categories like potato chips, pretzels, and popcorn are treated as different industries based on buyer behavior and competitive factors.
The platform supports top-down and bottom-up analysis. A user can examine which industries a company like PepsiCo operates in (156 in total), or conversely, explore a given industry like potato chips and see the top competitors, value chains, channels, and influencing trends. Users can also compare companies by overlapping and unique industry participation—offering a precise view ideal for M&A analysis, competitive benchmarking, strategic expansion, or private equity targeting.
Alan emphasizes that his system empowers corporate planners, marketers, and strategists to cut research time dramatically. What previously took months—such as comparing competitors by line of business—can now be done in seconds. A standardized set of industry data fields, inspired by Porter’s methodology, makes this possible. Each industry entry includes value chains, buyer segments, substitute threats, supplier dependencies, market trends, and more.
To bring this vision to life digitally, Alan partnered with Semantic Arts, a leader in semantic technology and the data-centric revolution. Together, they formed Industry Knowledge Graph LLC, combining Alan’s industry content with a modern knowledge graph platform. The system launched with an initial demo and subscription access, and plans are underway to expand its data, integrate public classification codes (e.g., NAICS, UN), and invite partnerships to enrich its content.
Alan concludes by emphasizing that the Industry Knowledge Graph offers a strategic lens to view the economy—one grounded in Porter’s logic, built with real-world granularity, and powerful enough to revolutionize strategic planning across industries.
