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The competitor evidence matrix

Compare alternatives using observations, sources and buying criteria.

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01Your customer and buying decision02Competitor 1: offer, price, proof, channel, source URL and date03Competitor 2: offer, price, proof, channel, source URL and date04Competitor 3: offer, price, proof, channel, source URL and date05Which claims repeat across competitors?06Where is a useful, provable gap?07What must you validate before choosing a position?

The competitor evidence matrix

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