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Workshop: competitor teardown

A cited, structured read on a competitor — then war-game the response with your audience.

2 min readDocs build Updated Jul 26, 2026
Interactive product walkthrough

Run a grounded competitor teardown

Load evidence, analyze it, generate the battlecard, and export sources.

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Step 1 of 6Open Files

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Choose a surface from the sidebar to begin.

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WorkspaceDemo companySafe local simulation
Current surfaceevidenceFollow the highlighted action
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Audience comparisonReady to review
Customer interview evidenceGrounded
Campaign pre-flightDraft
  1. 1
    Open FilesChoose Files from the sidebar.
  2. 2
    Add evidenceUpload the sample research source.
  3. 3
    Choose the intakeRoute it to grounded analysis rather than generic storage.
  4. 4
    Run analysisExtract themes and contradictions before writing the report.
  5. 5
    Generate the reportCreate a simulated PDF with source lineage.
  6. 6
    Export the evidenceDownload the analyst export and verify the source map.

Bring: a competitor's name. Time: ~45 min (part of it unattended).

Launch the audit (2 min)

Two speeds:

  • Fast (minutes): Audit page → company name → structured teardown with cited sources.
  • Deep (an hour, unattended): Programs → Deep Research → "Map [competitor]'s positioning, pricing, target segments, and recent moves. Cited sources only." It works while you do something else.

Read it like an operator (10 min)

When it's back, push past the summary:

What's their actual wedge — the thing they do that we structurally can't copy quickly? And what's ours against them?

Where is their pricing page making a promise their product likely can't keep? (Flag speculation as speculation.)

War-game it with the audience (15 min)

This is the move most teams never make — put the competitive question to the customer panel:

Prompt2 fields left
Build/select an audience of [the contested segment]. Focus group: "You're choosing between us and [competitor]. Walk through how you'd actually decide. What would each side have to say to win you?"
Unfilled variables remain in brackets.

The decision criteria that come out of this group are your battlecard.

The battlecard (5 min)

Write the battlecard: their wedge, our wedge, the five decision criteria from the group in order of weight, our talk track for each, and the one claim of theirs we should publicly pressure.

Citations or it didn't happen

Everything in an audit/program about the real world carries a source link. If you see an uncited market claim, ask "source?" — and treat anything unsourceable as hypothesis, not fact. The synthetic panel tells you how customers decide; the web research tells you what's true out there. Keep the two straight and you'll never embarrass yourself in a client meeting.

Workshop: campaign pre-flight

The 60-minute check a campaign should pass before money gets spent.

Building audiences

The audience is the product — here's how to make good ones.

On this page

Launch the audit (2 min)Read it like an operator (10 min)War-game it with the audience (15 min)The battlecard (5 min)