Read competitor research neutrally

Competitor research earns its place by showing where you can honestly differentiate. Read as intelligence, it shows what rivals repeat, what they can prove, and where they are silent. Read as a scoreboard, it pulls you into claims you cannot support, copied angles, or attack framing that costs credibility and, in some regulated verticals, breaks the rules. The app writes competitor research in a neutral tone and labels it market context; your reading needs the same discipline before anything reaches a customer.

After competitor research finishes (see Add company and competitor context), before writing offers, landing pages, or comparison content, and whenever a plan task references a rival.

• At least one researched competitor on the Competitors page, or competitor material classified under Market Sources in Research.
• Your own positioning material under "My Content", so there is something honest to compare against.

1. 1Open Competitors, select a rival, and read "Positioning" first: the core message they lead with.
2. 2Note what they repeat. Recurring language across their pages is their positioning stated plainly. Research analysis also records repeated phrases from your Market Sources, so you can ask the advisor for them.
3. 3Separate "Proof they lean on" from claims with nothing behind them: testimonials, numbers, and named customers on one side; broad promises on the other.
4. 4Read "Confidence, gaps & sources". "High confidence" and "Gaps" tell you how much of the profile rests on checkable public material. Treat a gap as unknown, not as weakness.
5. 5Compare "Your openings" with your My Content: where you genuinely say something different, and where you say the same thing in other words. An opening is a hypothesis to test, not a finding.
6. 6Write down only what you can support. Record a rival's claim as their claim, and never reuse their numbers as your own.
7. 7Check vertical guardrails before customer-facing copy: the app treats direct competitor attacks as off-limits for healthcare and real estate, and scarcity as off-limits for healthcare, whatever rivals do.

A short, plain, accurate read: each rival's core message, repeated phrases, proof, gaps, and one or two openings you can support. Plain is good. It means nothing was invented.