At what point do you consider competitive information in your messaging?

During the development of the value proposition and/or positioning statement stage is when I start to incorporate competitve information in messaging. Once it is clear where we can win or differentiat

Check out my answer above on how to weave competitive into your messaging.  Whether your working on messaging for a company, product, GTM motion, campaign, etc.. I think you should always weave in com

It all depends on your intent, your market and your business operational setup. With regards to intent, you can use competitive information to inform your unique and differentiating features and solut

I think there are two ways to look at this. One is differentiation. What, specifically, does your product or company do that's different from other/existing solutions. This should always key component

You need to consider competition before you even start your messaging. For me, messaging should build off of positioning and a strong positioning statement should encapsulate differentiated product st