Who This Helps
This is for growth marketers who are tired of random channel tests. The Market Intelligence & Positioning course shows you how to turn competitor noise into a clear strategy. You'll stop guessing and start making bets you can actually measure.
Mini Case
Zaid, a growth lead, was stuck. His team was testing 5 different channels, but results were flat. He used a positioning grid to compare competitors on 4 key criteria his ICP cared about. In 2 weeks, he spotted a major gap in how they served mid-market SaaS companies. He shifted 80% of his test budget to one channel addressing that gap, which drove a 15% lift in qualified leads in the first month.
Do This Now (5 Steps)
- Grab your notes from recent win-loss calls or customer interviews.
- List your top 3 direct competitors.
- Pick 4 comparison criteria that matter to your ideal customer. Think price, ease of use, support, or specific features.
- Build a simple grid. Rate each competitor (and yourself) on each criterion. Use High, Medium, Low.
- Stare at the grid. Where is the biggest white space? That's your wedge. That's your next experiment.
Avoid These Traps
- Don't build the grid based on your opinions. Use real customer evidence.
- Don't use more than 4 or 5 criteria. You'll get lost in the details.
- Don't ignore a low score if it's a trade-off for a high score elsewhere. That's a strategic choice.
- Don't try to be the best at everything. Pick your one wedge.
- Don't skip classifying competitor claims. Separate their real evidence from marketing fluff.
- Don't build the grid and then file it away. It's a living document.
- Don't let perfect data stop you. Use what you have now.
- Don't forget to align your channel test to the wedge you pick. Your ad creative should speak to it.
Your Win by Friday
Your win is a one-page positioning artifact—a simple grid that shows where you can win. It tells you exactly which customer pain point to attack and which channel message to test. You'll walk into your next planning meeting with a clear, evidence-backed recommendation, not just another gut-feel idea. You'll have a hypothesis you can actually prove or disprove. Now go find that wedge!