Being as good as everyone else in your industry isn't an option anymore. Unless you're better, faster, cheaper, more scalable and more environmentally conscious, then you'll be left behind.

All of which is an awful lot to keep in your head - but even more so if you don't have a benchmark against which to define and evaluate your work. That's where competitor research is vital.

Benchmarking not only provides a yardstick but also alerts you to changes in your industry, threats on the horizon and possibilities for future growth.  Without having to go through a lengthy research and experimentation phase.

Whether you're performing competitor research at the strategic or tactical level, building on the shoulders of your competitors can save you months and millions.

Do you know how your competitor prices, messages and positions their offering? Where are your competitors getting investment, sales and success? What do your customers think differentiates you and your biggest competitor? Are your competitors gearing up to pivot? Do you know everyone who is competing against your core values?

We have seen competitor analysis turn into research for research sake - we believe that research must lead to practical results. We also believe in starting small and targeted, rather than presenting the impossible challenge of understanding every aspect of all your competitors.

So whether you need to use benchmarking to make a case for improvement, or you need to ensure you will outpace your competition..