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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