Competitor Positioning

Compare observable market messages without turning a competitor scan into a claim sheet or imitation exercise.

1. Define the comparison question

Ask which customer decision, category, and alternatives matter. Gather dated public pages, posts, pricing, documentation, or approved internal notes. Record source URLs or excerpts and dates. If a source cannot be verified, label it as an unverified lead rather than a fact.

2. Separate message from capability

For each alternative, map the audience it addresses, problem framing, promise, proof style, price or access signal if public, and visible limitations. Do not assume a marketing claim proves a feature, or that a missing page proves absence of a capability.

3. Compare against our real evidence

Map our approved product facts, customer language, proof, constraints, and category choice beside the alternatives. Look for a difference that is relevant to the audience and supported by something we can demonstrate. A useful difference may be a workflow, point of view, fit, or trade-off, not a superiority claim.

4. Produce positioning choices and guardrails

Return possible message territories with supporting evidence, risk, and the phrases or claims to avoid. Include the uncertainty that needs verification. Recommend one position to test through positioning-audit or campaign-brief, not a sweeping declaration that the market is settled.