Who This Helps
This is for growth marketers who are tired of presenting channel data that gets questioned or ignored. You know the feeling: you show a 12% lift in conversions, and the response is "but what about competitor X?" You need a way to cut through the noise and get a clear yes on your next move.
The Market Intelligence & Positioning course is built for exactly this. It helps you turn competitor noise into a positioning strategy with clear bets and guardrails. No more guesswork.
Mini Case
Meet Zaid. He runs growth at a B2B SaaS company. His team saw a 15% drop in trial sign-ups over 7 days. His first instinct was to blame a competitor's new feature. But instead of guessing, Zaid used the Competitor Claim Audit mission from the course. He classified each competitor claim into evidence-backed or narrative noise. Turns out, the real issue was a pricing page change that confused users. Zaid fixed it, and sign-ups recovered in 3 days. His stakeholders approved his next experiment without pushback.
Do This Now (5 Steps)
- Run a Signal Landscape Scan. List every competitor move you noticed this week. Don't filter yet. Just dump it all.
- Classify each claim. Use the Competitor Claim Audit method. Mark each as "evidence-backed" or "narrative noise." Be ruthless.
- Pick one ICP wedge. Choose the customer segment where your evidence is strongest. Justify it with numbers, not feelings.
- Build a positioning grid. Compare your wedge against competitors on 3 criteria: price, speed, and ease of use. Be honest about tradeoffs.
- Write a one-page positioning statement. Use the Positioning Statement Card format. Keep it to 5 sentences max. Share it with your team before the next meeting.
Avoid These Traps
- Chasing every competitor move. Most are noise. Focus on the 1-2 that actually affect your ICP.
- Using vague terms like "better" or "faster." Define what better means. Is it 20% faster? 30% cheaper? Be specific.
- Presenting data without a story. Numbers alone don't convince. Frame your data as a clear before-and-after.
- Ignoring internal stakeholders. Get one person from sales or product to review your grid before you present. Their buy-in matters.
- Overcomplicating the grid. Three criteria is enough. More than five and you lose people.
- Forgetting to update. Competitor claims change monthly. Revisit your grid every 30 days.
Your Win by Friday
By Friday, you'll have a one-page positioning artifact that your stakeholders can read in 2 minutes. They'll see exactly which channel move you're recommending and why. No more back-and-forth. No more "let me get back to you." Just a clear yes or no. And if it's a yes, you're executing by Monday. That's the win.