The rise of standards, evaluations and certifications are expressions of what may be called the cult of performance and efficiency. Standards and assessment are frequently presented as inevitably, improving quality through a project approach. As such they reflect a strong focus on efficiency in a world dominated by the quantitative approach. These standards and evaluations may hinder competitive intelligence goals. Building on the interdisciplinary of Information and Communication Sciences (ICS), the authors propose another qualitative approach to standards and assessment.