Know Your "Enemies" — A Practical Guide to Competitive Intelligence

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This episode gets real about knowing your competition and using that knowledge to stand the f*ck out. Louis and competitive intelligence expert Andy McCotter-Bicknell rip apart the "customer-obsessed" BS and show you why keeping a close eye on your "rivals" is paramount.
  • (00:00) - Intro
  • (02:31) - Customer obsession vs Competitor obsession
  • (05:37) - Is competitive intel only for B2B SaaS?
  • (08:36) - Defining competitive intelligence
  • (15:16) - How do you identify threats?
  • (16:52) - Practical case with a cinema
  • (22:08) - How to start a competitive intelligence department?
  • (27:09) - How to consolidate your research and apply it?
  • (35:59) - How do you assess the maturity of a category?
  • (43:12) - The number one tip to find differentiators
  • (47:53) - Andy's biggest win
  • (51:00) - Outro


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Creators and Guests

Louis Grenier
Louis Grenier
The French guy behind Everyone Hates Marketers
Andy McCotter-Bicknell
Andy McCotter-Bicknell
Head of Competitive Intelligence at
Know Your "Enemies" — A Practical Guide to Competitive Intelligence
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