Who This Helps
Growth marketers who are tired of running experiments that don't move the needle. You have a list of ideas, but no clear way to pick the winner. This is for you if you want to focus effort on the move that actually shifts channel metrics.
Mini Case
Meet Zaid. He's a growth marketer at a SaaS company. He had 12 experiment ideas but only time for 3. He used the Market Intelligence & Positioning course to run a Signal Landscape Scan. He found that one competitor's claim about "enterprise-ready" was all noise—no evidence. Zaid prioritized an experiment targeting mid-market accounts instead. Result: 22% higher conversion in 7 days.
Do This Now (5 Steps)
- Run a Signal Landscape Scan. List the top 3 market shifts your competitors are talking about. Pick one that feels real, not just hype.
- Audit competitor claims. For each claim, ask: Is there evidence (case studies, data) or is it just narrative noise? Mark each as "evidence-backed" or "noise."
- Pick your ICP wedge. Choose one customer segment where you have a clear advantage. Use the evidence from step 2 to justify your choice.
- Build a positioning grid. Compare your offer to competitors on 3 criteria: price, features, and trust. Be honest about tradeoffs.
- Choose one experiment. Based on your grid, pick the move that exploits a competitor weakness. Run it this week.
Avoid These Traps
- Don't chase every shiny competitor move. Most are noise.
- Don't pick an ICP wedge without evidence. Gut feelings fail.
- Don't run 5 experiments at once. Focus on one high-impact move.
- Don't ignore tradeoffs. Every choice has a cost.
Your Win by Friday
By Friday, you'll have one experiment prioritized with clear evidence. You'll know exactly why it's the highest-impact move. No guesswork. Just a focused effort that moves your channel metrics. And hey, you might even have time for coffee.