Practical guide
Translate competitor evidence into the smallest justified GTM response.
Use decision relevance, evidence quality and action thresholds to keep competitive work commercially useful.
The workflow
- DecisionStart with what you must decide.
- EvidenceResearch what can actually answer it.
- BoundariesKeep unknowns and weak claims visible.
- ActionRespond only when the signal earns it.
Core principles
Start with the decision
Without a decision, research expands indefinitely.
Qualify the source
Ownership and corroboration change what a source can prove.
Keep unknowns visible
Missing evidence is part of the analysis.
Respond proportionally
The response should match the confidence and commercial stakes.
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