Who This Helps
This is for junior analysts who have done the hard work of research but struggle to get stakeholders to act on their findings. It’s based on the Market Intelligence & Positioning course, which helps you turn competitor noise into a clear strategy.
Mini Case
Zaid, a junior analyst, spent 3 weeks analyzing 5 major competitors. He presented 40 slides of data, but the leadership team couldn’t decide on a direction. The next week, he built a single-page Positioning Grid. In one 30-minute meeting, the team agreed on a new market wedge, leading to a 15% shift in their upcoming campaign messaging.
Do This Now (5 Steps)
- Isolate the shift. Review your last analysis. Find the one market change that most impacts your company's position. Zaid's problem was isolating one material shift.
- Audit competitor claims. Make two lists: claims backed by customer evidence versus pure narrative noise. This cuts through the fog.
- Pick your wedge. Choose one Ideal Customer Profile (ICP) segment where you can win. Justify it with one strong piece of evidence from your audit.
- Build the grid. This is your key artifact. Label one axis with strategic criteria (like 'ease of use' vs. 'depth of features'). Plot your company and 3-4 key competitors.
- Show the tradeoff. Use the grid to visually explain the choice: "If we move here to challenge Competitor X, we accept this trade-off." Clarity beats complexity every time.
Avoid These Traps
- Presenting the audit as the answer. The audit is just input. The grid is the insight.
- Trying to be in the middle of the grid. A clear, ownable corner is stronger than a fuzzy center.
- Using 10 different criteria. You only need 2-3 that your ICP truly cares about. More is just noise.
- Forgetting the 'so what'. Every point on the grid must link to a business recommendation.
- Getting lost in perfect data. Use the best evidence you have now. A good decision today is better than a perfect one next quarter. Analysis paralysis is a real party pooper.
Your Win by Friday
Your goal isn't another report. It's a decision. By Friday, draft your one-page Positioning Grid. Use it to frame a single recommendation for your team. You'll move from presenting data to guiding action.