Understand the landscape you compete in, so your fit and positioning account for the alternatives customers actually have, and keep that understanding current over time.
Positioning is relative; you cannot differentiate without knowing what you are differentiating from. Include the alternative of doing nothing or a workaround, it is often your real competition, not another company.
| Alternative (competitor or workaround) | What they offer or how customers use them | Their strength and weakness |
|---|---|---|
| Doing nothing or a workaround |
Real competition for the compliance service is not the other consultant across town, it is the practice manager doing it themselves at 9pm with a spreadsheet. Their strength: it is free. Their weakness: it is fragile, stressful, and quietly out of date. The trend: rules are getting stricter and doing nothing is getting riskier.
Your answers stay in your browser on this page and are never sent anywhere. The trends line feeds the strategy and evolution work later. Refresh this regularly; an understanding built once slowly becomes wrong.