25 Years of Intelligence: A Conversation with Vik Sobusiak
A Senior Engagement Manager’s Journey at Proactive Worldwide
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A Career Built on Longevity and Passion
Vik Sobusiak, Senior Engagement Manager at Proactive Worldwide, has been with the company for more than 25 years. “I love my job. It’s something new every day. No two days are alike,” he explains. His long tenure reflects not only his dedication but also the evolving nature of competitive intelligence (CI).
From Print Reports to Digital Transformation
When Sobusiak started, the internet was still a “big question mark.” Early CI relied on printed annual reports to find information. Over time, the rise of the internet and social media transformed how sources were identified and contacted. “Now, everyone puts everything online… it’s easier to find leads,” he says.
Yet, despite technological shifts—from Word documents to PowerPoint presentations—the mission has stayed the same: delivering world-class reports that clients can rely on.
The Rise of AI in Competitive Intelligence
For Sobusiak, AI represents a change as significant as the internet. “You can’t be afraid of it. You’ve got to embrace it,” he says. AI has streamlined processes, eliminated busy work, and allowed analysts to focus on higher-value tasks.
“[AI] can’t tell you what will happen in the future. That comes from talking to the people making the decisions.”
But he also highlights AI’s limitations: “It can’t tell you what will happen in the future. That comes from talking to the people making the decisions.” For Proactive, human interviews remain a core strength—finding, building rapport with, and learning from executives, scientists, and decision-makers across industries.
The Human Element: Conversations That Matter
While AI helps sort through massive amounts of secondary data, Sobusiak emphasizes that the real insight comes from interviews. “AI’s not going to interview these people,” he notes. Building trust with sources leads to candid conversations about future plans, challenges, and strategies—insights that go far beyond what’s publicly available.
This process, he says, is akin to “the CIA for business”—a blend of investigation, strategy, and storytelling.
Culture and Leadership at Proactive
Company culture has been a constant thread throughout Sobusiak’s career. From the early days of stocked fridges and startup-like energy to today’s balance of hard work and camaraderie, the foundation remains strong.
“The client comes first,” Sobusiak explains. “It’s about giving them the best research and the best experience.” Leadership sets the tone, but every employee contributes by embracing values like service, trust, ownership, continuous improvement, and quality.
Events, team collaboration, and open communication reinforce a culture where “no question is a dumb question” and learning is constant.
Setting the Standard in Competitive Intelligence
Proactive is often referred to as the “Mercedes of the CI industry.” Sobusiak believes this reputation comes from meticulous care at every stage—from proposal writing to final recommendations.
“We’ve made every mistake there is, and we know how to do every project correctly”
What sets them apart? Honesty and expertise. “We’ve made every mistake there is, and we know how to do every project correctly,” he says. Unlike competitors who promise unrealistic timelines, Proactive sets honest expectations to ensure success. Their vast network of sources, built over 30 years, is another unmatched advantage.
Storytelling That Drives Decisions
For Sobusiak, the most rewarding part of the job is watching clients use Proactive’s insights to make real decisions. “When clients break into strategy discussions before we’ve even finished presenting, that’s when I get excited,” he says.
Each project is not just data collection but a story—crafted into insights, executive summaries, and actionable recommendations that clients can immediately apply.
The Proactive Difference
“We’ve built a network of sources over 30 years that can’t be matched. And we’ll always be honest—even if it costs us the project. That honesty is why clients trust us.”
Sobusiak sums up what Proactive can say that few others can: “We’ve built a network of sources over 30 years that can’t be matched. And we’ll always be honest—even if it costs us the project. That honesty is why clients trust us.”
