Who This Helps
This is for growth marketers who are tired of random experiments. The Market Intelligence & Positioning course gives you a system to turn competitor noise into a clear strategy, so you can stop guessing and start moving the metrics that matter.
Mini Case
Zaid, a growth lead, was stuck. His team was running 5-7 experiments a month, but only 1 in 5 moved the needle. He built a positioning grid to compare his product against 3 key competitors on 4 specific criteria. In 2 weeks, he spotted a major gap in how they served a specific user wedge. His next experiment, targeting that wedge, saw a 22% higher conversion rate than his team's average.
Do This Now (5 Steps)
- Grab a coffee and block 90 minutes on your calendar. This is your strategy time.
- List your top 3 direct competitors. Be honest about who you're really fighting for attention.
- Pick 4 comparison criteria. Think about what your ideal customer actually cares about: price, core feature, ease of use, support quality.
- Build your simple grid. Competitors down the side, criteria across the top. Score them honestly (High/Medium/Low works fine).
- Look for the biggest white space. Where is everyone weak on a criterion that a specific customer segment truly values? That's your wedge.
Avoid These Traps
- Don't compare on 10+ criteria. You'll get lost in the details. Four is the magic number for clarity.
- Don't use vague criteria like 'quality.' Get specific: 'Time to first report' or 'Number of pre-built integrations.'
- Don't ignore your own weaknesses. Mark them clearly. You can't defend a gap you won't admit exists.
- Don't build the grid and leave it in a slide deck. Use it to frame every experiment hypothesis from now on.
- Don't try to be better at everything. Your goal is to be the clear, best choice for one specific wedge.
Your Win by Friday
By Friday, you will have a one-page positioning grid. This isn't just an artifact; it's your new experiment filter. You'll be able to look at any proposed test and ask: 'Does this strengthen our claim to our chosen wedge?' If yes, it's a high-priority experiment. If no, shelve it. Your effort finally has a clear, evidence-backed direction. Go find that white space and own it.