Who This Helps
This is for the Growth Marketer stuck in reporting mode. You’ve done the analysis in the Strategy Basics: Competitive Map course, but now you need buy-in. This is about turning your hard work into a green light for action.
Mini Case
Your competitive map shows a rival is winning on customer support. You present: "They have a 24/7 chat." Stakeholders nod, but nothing changes. You reframe: "By adding live chat, we can close a service gap affecting 30% of our lost leads. Pilot cost: $5k. Potential recovered revenue: $50k." Suddenly, you have a project.
Do This Now (5 Steps)
- Start with the mission outcome from your course work, like 'Identify 3 uncontested market spaces.' That's your anchor.
- Translate one map finding into a single, clear business problem. Example: 'We are invisible in 2 key comparison categories.'
- Attach a simple metric. How much is that costing? Use a percentage, like a 15% lower click-through rate on those pages.
- Propose one focused action. 'Rewrite our solution page headlines to own those categories.'
- Define the next tiny step. 'I need approval to A/B test two new headlines next week.'
Avoid These Traps
- The Data Dump: Don't show every competitor and every metric. Pick the one insight that demands a decision.
- Jargon Jungle: Avoid terms like 'competitive moat' or 'value prop architecture.' Say 'our unclaimed advantage' or 'how we explain what we do.'
- The Perfect Plan: Don't ask for a 6-month overhaul. Ask for a 2-week experiment. Small wins build trust for bigger plays.
- No Owner: Never leave a meeting without a clear 'who does what by when.' If it's everyone's job, it's no one's job.
- Ignoring the 'So What?': Always, always answer it before they have to ask. Connect the dot for them.
Your Win by Friday
Your win isn't a finished project. It's a committed next step. This week, take one insight from your competitive map—maybe from the mission to 'Pinpoint competitor weaknesses'—and book a 15-minute chat with your key stakeholder. Don't send a deck. Say: 'I found one thing we can test to improve sign-ups. Can I walk you through it in 15 minutes on Thursday?' Get that yes. That's how you move from talking about the game to getting in the game.