Competitors · Capability comparison · Component
The evidence
What each assessment rests on, since reputation is not evidence and impression is not either.
The deliverable
What it is
Most competitive assessments rest on impressions formed years ago and reinforced by repetition. They are held confidently and are frequently wrong in both directions.
The cheapest correction is to evaluate the competitor directly. Buying, trialling or having a customer demonstrate it costs very little and reliably surprises.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The direct evaluation
Whether anyone has actually used the competitor’s product.
3 attributes: Evaluated · Last evaluated · What surprised
Learn
Ask whether anyone has actually used the competitor’s product. Remarkably often nobody has.
The other components in capability comparison
The dimensions
What customers actually weigh, drawn from real decisions rather than from a product roadmap.
LearnThe comparison
How each rival stands on each dimension, including where they lead — because a comparison with no losses is not believed by anyone who has to sell against it.
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