Who This Helps
Growth Marketers who are tired of running random experiments and hoping something sticks. If you want to move channel metrics without guesswork, this is for you.
Mini Case
Meet Aisha. She runs growth at a SaaS startup. Last month, she ran 3 experiments: a new ad copy, a landing page tweak, and a referral program. Only the referral program moved the needle—12% lift in signups. The other two? Flat. Aisha wasted 2 weeks on low-impact tests.
She needed a way to prioritize the next experiment. So she built a competitive map using the Strategy Basics: Competitive Map course. It helped her see where her product wins and loses against competitors. Now she focuses on moves that exploit her strengths.
Do This Now (5 Steps)
- List your top 3 competitors. Not every logo in the market. Just the ones customers compare you to.
- Pick one customer segment. Don't try to serve everyone. Choose the wedge that fits your product best.
- Build a differentiation grid. Write down features or benefits. Mark where you win, tie, or lose.
- Find your moat signals. What do you do that competitors can't copy easily? That's your edge.
- Choose one strategic tradeoff. Say no to something. For example, Aisha stopped testing new ad channels and doubled down on referrals.
Avoid These Traps
- Don't include every competitor. Too many options freeze your brain. Stick to 3.
- Don't skip the segment step. A diluted position confuses customers and wastes budget.
- Don't guess evidence. Use real data from your analytics or customer calls.
- Don't chase shiny objects. If a move doesn't leverage your moat, skip it.
Your Win by Friday
By Friday, you'll have a one-page strategy artifact. It shows exactly where to run your next experiment. No more guessing. Just a clear, high-impact move that moves your channel metrics. And hey, you might even have time for a coffee break.