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Zena Applebaum is a Competitive Intelligence strategist, legal industry advisor, and personal brand advocate, trying to change the legal industry one design thinking workshop at a time. Having pioneered the discipline of law firm Competitive Intelligence nearly 20 years ago, and authoring "Business Intelligence for Law Firms" published in November 2012. Zena shares hers passion for the legal and CI industries as a speaker, writer and a contributor to blogs including 3 Geeks and a Law Blog with topics ranging from competitive intelligence, to change management, qualitative data analysis and personal branding. In 2015 Zena was inducted as a Fellow of the Council of CI Fellows, she has been a sessional instructor the University of Toronto iSchool, Rutgers University and a guest lecturer at law schools across North America. Zena honed her CI skills as the Director of Competitive Intelligence at Bennett Jones LLP for over a decade prior to taking on her current role as National Director, Market Insights & Engagement at Thomson Reuters in Canada. In her role, Zena is responsible for client intelligence, market insights, and sales enablement across all market segments.