Editorial
Notes on watching a market
What we learn from reading the same pages every 14 days: how prices move, how positioning drifts, and which signals turn out to mean nothing.
How to do a competitive analysis, step by step
Seven steps in order. Six of them can be done by hand in a day, and the seventh is the only one that decides whether any of it is still true in a month.
We Counted 34,088 Videos From 48 Marketers. Here's What Gets Watched
5.85 billion views split by format: shorts carry half of them, yet the typical marketer gets 7% from shorts. And some of the biggest names barely have a channel.
I Watched Every Rory Sutherland Video So You Don't Have To
840 videos, 133 channels and one surprise about who gets the views: the biggest Rory Sutherland channel on YouTube is not his.
Competitive profile matrix: AG1 vs Grüns, scored
AG1 and Grüns scored on seven critical success factors, each rating read from a measured number, and the one weighting call that flips the winner.
Competitor SWOT analysis: every box measured
A SWOT on a competitor where every line is a measured, dated fact. Worked on Loop Earplugs: strong before the purchase, weak after it.
TOWS matrix example: four moves against Loop
How a TOWS matrix turns a SWOT into moves: four strategies a rival could run against Loop Earplugs, each with a test, plus three short examples.
4P analysis of a competitor: Loop's marketing mix
Product, price, place and promotion, read from outside. Loop Earplugs' marketing mix with a dated source on every line, and why its discount moved out of the ads.
ERRC grid example: a challenger against Loop
Eliminate, reduce, raise, create: how the grid turns a strategy canvas into decisions, worked for a hypothetical challenger on Loop Earplugs' six measured factors.
A Quiet 8% Rise Is a Strategy. A 30% Sale Is a Problem
Everyone notices the 30% off banner.
ToolsOct 2026Is This the Best Competitor Research Tool?
For $99, Panoramata follows 20 competitors and Kvasano follows 7. What Kvasano measures instead, what it doesn't do, and who should buy something else.
MetricsOct 202610 Metrics You Must Track (On Your Competitors)
ClickUp has 1,541 pages comparing tools. Asked with no tool in the question, AI engines named Asana first 9 times and ClickUp 4. Ten competitor numbers worth watching, each with a real example.
Is Long-Form Dead? 29 of 48 Marketers Say No
Shorts carry 51% of all views across 48 marketers on YouTube. But 29 of the 48 get most of their views from videos over ten minutes.
ChangesOct 20267 Things Your Competitor Changed This Month
In under three weeks Loop closed a sale, retired 12 products, dropped its Italian site and put 2,107 more ads live. Seven dated changes, all public.
Competitive analysisOct 20263 Things Your Competitor Does Better (And 1 Wrong)
From ClickUp's chair, monday.com has 4.8 stars from 48,171 App Store ratings and 85 ads that run only in Germany. On Trustpilot, 200 of its 300 newest reviews are one star.
Iman Gadzhi Got 244M Views With 3 Shorts
I counted 48 marketers on YouTube. Everyone else with over 100M views has at least 141 shorts. Iman Gadzhi has three.
MetricsOct 2026The 4 Competitor Metrics Most Marketers Ignore
Perplexity names Hears in 17% of earplug answers, Gemini in 44%. Loop quietly stopped declaring an Italian site. Four competitor numbers almost nobody checks.
Competitive analysisOct 2026How Are Your Competitors Beating You?
ChatGPT named Hears in 0 of 15 earplug questions that left its name out. Loop showed up in 13 of 18. Here is where else Hears is losing, and where it isn't.
Alex Hormozi Has 5,319 Shorts. His Long Videos Still Win
Alex Hormozi's shorts average 170,000 views each. His other videos average 320,000. The shorts win on volume, the long videos win per video.
Median 7%, Average 51%: The Shorts Paradox
Shorts carry 51% of the views from 48 marketers on YouTube. The typical marketer gets 7% from them. Both numbers are true. Here is why.
We Counted 240 Billion YouTube Views of the World's Biggest Names. Here's Who Owns Them
MrBeast is 74% of it. Only three of ten own their audience, and Ronaldo gets more views on MrBeast's channel than on his own.
Competitive gap analysis: AG1 vs Grüns, measured
AG1 against Grüns on ten measured gaps, each with a direction, a width and a date, then ranked by how wide they are against what they cost to close.
Feature comparison matrix: AG1 vs Grüns
Rows, columns, yes/no against graded cells, and why parity lists mislead. Worked on AG1 and Grüns with measured values only, and the cells we could not fill marked as such.
Jobs to be done examples: what Loop is hired for
What a job statement is, the functional, emotional and social layers, and six jobs read from 2,500 of Loop Earplugs' own reviews, each with a count.
Porter's five forces example: the earplug market
The five forces explained, then worked on earplugs: rivalry and entry barriers measured from public data, suppliers, buyers and substitutes reasoned and labelled.
PESTEL analysis: three worked examples
The six PESTEL factors explained with three hypothetical companies, real EU and UK rules linked to source, and how one outside factor can cost rivals very different amounts.
BCG matrix example: three portfolios, sorted
Stars, cash cows, question marks and dogs, worked through three hypothetical portfolios, and what public data can show of a competitor's without claiming market share.
Ansoff matrix example: four ways to grow
Market penetration, product development, market development and diversification, with three worked examples and how to spot a competitor's growth moves from outside.
How to Analyze Competitors: 9 Things to Read, With Proof
Nine public places a competitor shows its hand, from the price ladder to the ads they never switch off, each with a dated finding from Loop Earplugs.
Competitor Study Template: 7 Sections, One Real Example
What goes in a competitor study, section by section, with a finished example on Loop Earplugs and a copy-ready template of the seven headings.
Go-to-Market Strategy: 9 Steps, Each Checked on a Rival
Nine go-to-market steps, each with the part a rival already tested in public: prices, channels, launch weeks and what moved after. Worked on Loop Earplugs.
SalesSep 2026Competitor battlecard example: every line dated
The page a seller reads before a call with a buyer who is also talking to someone else. Built on Loop Earplugs, with a source and a date on every line.
StrategySep 2026Strategy canvas example: where Loop leans hardest
The canvas is usually drawn in a workshop, from what the room believes. This one is read off the stores: six measured factors, worked on Loop Earplugs.
PositioningSep 2026Perceptual map example: 42 products, one brand
Price against stars for 42 Loop Earplugs products. A brand is a cloud, not a dot, and the shape of the cloud is the positioning.
MessagingSep 2026Messaging house template, filled in from Loop
The promise Loop Earplugs leads with, the claims that hold it up and the proof underneath, read off their own site rather than filled in at a workshop.
JourneySep 2026Competitor customer journey: follow the discount
Five stages, drawn from what a stranger can observe and worked on Loop Earplugs. Their ads almost never discount. Their popup and their inbox do.
How toSep 2026How to research your competitors: four steps
Pick the one a buyer compares you to, read what they publish rather than what they say, take the same reading twice, and write down what you could not see.
AdvertisingSep 2026The best ad we ever ran, we did not write
Forty one hours of oxygen, then a filing cabinet. Three months later the same article came back as ad creative at 38 percent of our normal cost per click.
AI visibilitySep 2026The Engines Disagree: 38% on Google, 0% on Perplexity
I used to think AI visibility was one number.
PeopleSep 20262,194 Followers on the Page, 23,828 on the CMO
We measured 19 brands on LinkedIn at the end of August, expecting a boring answer.
AdvertisingSep 2026What They Refuse to Switch Off Is the Scoreboard
Everybody wants to see their competitor's ads. The useful reading is how long each one has survived, because nobody keeps paying to run an ad that loses.
SalesSep 2026"They Just Named a Cheaper Rival." Here Is Your Answer
You are eighteen minutes into the call.
SignalsSep 2026Why Watch the URLs You Thought Of and Not the Whole Site?
I set up a page watcher once. Felt very organised about it.
ReviewsSep 20262,561 Reviews, One Complaint That Keeps Coming Back
A star rating is the least interesting number on a review page.
Search and contentSep 2026They Have 133 Articles on One Topic. You Have Zero
"We need to do more content."
How toSep 2026A Full Competitor Audit Without Talking to a Sales Rep
Here is the bit of competitive tooling nobody enjoys.
HiringSep 2026Their Job Ads Name the Tools Their HTML Never Will
Tech stack detection has a blind spot, and it is a big one.
ProductSep 202627 Things to Do, and 19 of Them Name the Number to Move
Most competitive tools stop one step before the useful part.
PositioningSep 2026One Brand Went From 8 Localised Sites to 22
We used to count a competitor's international presence by looking at their URLs.
TrafficSep 2026The One Traffic Number Your Own Analytics Cannot Show
Your analytics can tell you almost everything about the people who arrived.
ProductSep 20265 Signals That Say How Fast a SaaS Rival Really Ships
Almost every competitive tool was built for shops.
CatalogueSep 2026Here Is the Channel You Forgot and They Already Own
You know your competitor's website intimately.
AdvertisingSep 2026Why Save Their Landing Page Today and Not Look It Up Later?
Because later it will not be there.
SocialSep 2026The Conversation You Are Not In: Reddit, Podcasts, Press
Mention volume is one of the emptiest numbers in marketing.
SocialSep 2026Here Is How to Tell a Paid Creator From an Actual Fan
Anyone can post about a brand once.
ProductSep 2026From Blank Template to 11 Frameworks Filled With Real Data
I have run the workshop. You have probably sat in it.
PricingSep 2026Why Compare Their Prices and Not Their Return Window?
Everybody price-matches.
EmailSep 2026We Cannot Read Their Newsletters. Here Is What We Can
Time for the section every vendor skips.
SocialSep 2026These are the 3 best brands on TikTok
Three machines worth copying, and they work in three completely different ways. One of them posts almost nothing itself and collects 116 million views anyway.
MarketSep 2026Market intelligence: industry trends and share of traffic
Competitor intelligence answers what one company did. Market intelligence answers whether the whole category moved, which is the difference between a mistake and a season.
MarketSep 2026Share of voice: how much of the category is talking about you
A count of mentions is easy and nearly useless. A share of them, on a fixed set of brands in a fixed window, is one of the few signals that moves before demand does.
MarketSep 2026How to build a market map without buying a report
The expensive version arrives as a PDF with your logo placed flatteringly. The useful version takes an afternoon, uses public data, and can be rebuilt when something changes.
SignalsSep 2026Category benchmarks: where your numbers sit in the pack
One competitor gives you a difference. A pack tells you whether that difference is normal, and the useful finding is almost always the number where you are an outlier.
AI visibilitySep 2026How do you rank in AI? Check here for free
Buyers are asking models for a recommendation and somebody is getting named. There is no notification when it is not you. Here is how to check by hand, and how to get it measured.
ProductSep 20267 reasons companies love Kvasano (we think)
The parenthesis is doing real work. Seven things we built on purpose and believe are the reasons, plus an honest note about the wall of testimonials we do not have yet.
PositioningSep 2026Why you shouldn’t track your competitors
Odd advice from a competitor tracking tool, and it is meant literally. Watch the companies growing faster than your category, and take input you could not have copied.
How toSep 20265 reasons to benchmark before you change anything
The day you change something is the last day you can take a clean before. Four of these five reasons stop being available the moment the work starts.
How toSep 2026How to see how many visits a competitor gets
You cannot see their analytics and nobody can. What you can read is scale, the channel mix that matters more than the total, and one number their own analytics does not show them either.
How toSep 2026How to see every ad a competitor is running
The ads are public, so the swipe file is the easy part. The useful reading is how long each one has survived, because nobody keeps paying to run an ad that loses.
How toSep 2026How to benchmark your brand against a competitor
Pick the rival, choose the measures before you know who wins them, and collect both sides the same way. Most benchmarks fail at that third step and never notice.
SignalsSep 2026Leading vs lagging indicators
Revenue and follower counts tell you what already happened. The numbers that move first are the ones you can act on this morning, and the only ones you can see inside a competitor.
GrowthSep 2026There are no “hacks” to growth
Post daily, publish daily, mail daily, test the price and the page. That is close to the whole list, and it is unpopular because none of it can be finished in an afternoon.
SignalsSep 2026Why you should stop tracking sales
Sales is a status, not a lever. It names no action and it is always late. Count the actions per week instead, and notice how uncomfortable that turns out to be.
GrowthSep 2026Should you copy your competitors?
Their volume transfers to you intact. Their artefacts arrive without the machinery that made them work. And the cheapest ground on the board is the places they left empty.
GrowthSep 2026The product flywheel
A funnel drawn as a circle is still a funnel. Four questions a real loop has to pass, where they stall, and how to read somebody else's wheel from outside.
GrowthSep 2026Product led growth
If the product does the selling, the first ten minutes have to work without a human in the room. What has to be true first, and how to tell which model a competitor is running.
SignalsSep 2026Actionable analytics: the ones that are worth the room
A dashboard with forty tiles is not forty times as useful as one with six. The test a number has to pass before it earns a place, and the six or seven that usually do.
AI visibilitySep 2026Share of AI answers: the ranking nobody is checking
A buyer asks a model for the best product in your category. Somebody gets named. There is no dashboard in your analytics that tells you whether it was you.
AdvertisingSep 2026The ads that never stop running
You cannot see a competitor's conversion rate. You can see how long they keep paying to serve an ad. Sort it by format and offer, and it becomes a creative testing framework somebody else paid for.
ReviewsSep 2026Voice of Customer: your competitor's complaints are your roadmap
Their unhappy customers have already written down what they would switch for, in public, for free. Almost nobody reads it, because reading it properly means counting rather than browsing.
PricingSep 2026Price architecture: read the ladder, not the price
Anyone can look up what a competitor charges. A competitor pricing analysis worth doing reads the shape of the range: where a first-time buyer can get on, where most of them land, and how far the top reaches.
AI visibilitySep 2026Why not just ask an AI to research your competitors?
Ask a model about a competitor and you get a genuinely good answer about today. Ask what changed since last Tuesday and it answers that too, just as fluently, without having been there.
MethodSep 2026Why we watch our competitors
Two reasons, and neither of them is anxiety. To find the ideas they have already proved work, and to find the places they have left open.
PositioningSep 2026Do you really need to watch a competitor if you already know your market?
Knowing your market tells you what would hurt you. It does not tell you the week it happens, and it never covers the competitor you stopped thinking about.
MethodSep 2026Do you really need a tool for this if it is all public anyway?
All of it is public. The question was never whether you can see it. It is whether you checked all seven competitors this week, or one of them, once, in March.
PricingSep 2026The quiet tier
Most price changes are never announced. They appear as a fourth column on a pricing page and are found by whoever happens to read it that week.
MethodAug 2026Why we publish a band, not a number
Revenue cannot be known from the outside. Two independent routes and their assumptions are more useful than one confident figure.
HiringAug 2026Job posts as a roadmap
Nine sales roles and no engineers is a decision about the next two quarters, written in public by a company that did not mean to publish it.
PositioningJul 2026Words that drift
Tool, platform, workspace. A year of headline edits usually says more than the headline that is up today.
SignalsJul 2026Three metrics that mean nothing
Follower counts, badge walls and press mentions. What they correlate with, and what they do not.
ReviewsJun 2026Reading a review listing properly
Volume and score move for different reasons. Separating them changes what the numbers are able to tell you.
Is This the Best Competitor Research Tool?
For $99, Panoramata follows 20 competitors and Kvasano follows 7. What Kvasano measures instead, what it doesn't do, and who should buy something else.
MetricsOct 202610 Metrics You Must Track (On Your Competitors)
ClickUp has 1,541 pages comparing tools. Asked with no tool in the question, AI engines named Asana first 9 times and ClickUp 4. Ten competitor numbers worth watching, each with a real example.
MarketingOct 2026Is Long-Form Dead? 29 of 48 Marketers Say No
Shorts carry 51% of all views across 48 marketers on YouTube. But 29 of the 48 get most of their views from videos over ten minutes.
ChangesOct 20267 Things Your Competitor Changed This Month
In under three weeks Loop closed a sale, retired 12 products, dropped its Italian site and put 2,107 more ads live. Seven dated changes, all public.
Competitive analysisOct 20263 Things Your Competitor Does Better (And 1 Wrong)
From ClickUp's chair, monday.com has 4.8 stars from 48,171 App Store ratings and 85 ads that run only in Germany. On Trustpilot, 200 of its 300 newest reviews are one star.
MarketingOct 2026Iman Gadzhi Got 244M Views With 3 Shorts
I counted 48 marketers on YouTube. Everyone else with over 100M views has at least 141 shorts. Iman Gadzhi has three.
MetricsOct 2026The 4 Competitor Metrics Most Marketers Ignore
Perplexity names Hears in 17% of earplug answers, Gemini in 44%. Loop quietly stopped declaring an Italian site. Four competitor numbers almost nobody checks.
Competitive analysisOct 2026How Are Your Competitors Beating You?
ChatGPT named Hears in 0 of 15 earplug questions that left its name out. Loop showed up in 13 of 18. Here is where else Hears is losing, and where it isn't.
MarketingOct 2026Alex Hormozi Has 5,319 Shorts. His Long Videos Still Win
Alex Hormozi's shorts average 170,000 views each. His other videos average 320,000. The shorts win on volume, the long videos win per video.
MarketingOct 2026Median 7%, Average 51%: The Shorts Paradox
Shorts carry 51% of the views from 48 marketers on YouTube. The typical marketer gets 7% from them. Both numbers are true. Here is why.
MarketingOct 2026We Counted 240 Billion YouTube Views of the World's Biggest Names. Here's Who Owns Them
MrBeast is 74% of it. Only three of ten own their audience, and Ronaldo gets more views on MrBeast's channel than on his own.
MarketingOct 2026We Counted 34,088 Videos From 48 Marketers. Here's What Gets Watched
5.85 billion views split by format: shorts carry half of them, yet the typical marketer gets 7% from shorts. And some of the biggest names barely have a channel.
MarketingOct 2026I Watched Every Rory Sutherland Video So You Don't Have To
840 videos, 133 channels and one surprise about who gets the views: the biggest Rory Sutherland channel on YouTube is not his.
FrameworkSep 2026Competitive gap analysis: AG1 vs Grüns, measured
AG1 against Grüns on ten measured gaps, each with a direction, a width and a date, then ranked by how wide they are against what they cost to close.
FrameworkSep 2026Competitive profile matrix: AG1 vs Grüns, scored
AG1 and Grüns scored on seven critical success factors, each rating read from a measured number, and the one weighting call that flips the winner.
FrameworkSep 2026Feature comparison matrix: AG1 vs Grüns
Rows, columns, yes/no against graded cells, and why parity lists mislead. Worked on AG1 and Grüns with measured values only, and the cells we could not fill marked as such.
FrameworkSep 2026Competitor SWOT analysis: every box measured
A SWOT on a competitor where every line is a measured, dated fact. Worked on Loop Earplugs: strong before the purchase, weak after it.
FrameworkSep 2026TOWS matrix example: four moves against Loop
How a TOWS matrix turns a SWOT into moves: four strategies a rival could run against Loop Earplugs, each with a test, plus three short examples.
FrameworkSep 20264P analysis of a competitor: Loop's marketing mix
Product, price, place and promotion, read from outside. Loop Earplugs' marketing mix with a dated source on every line, and why its discount moved out of the ads.
FrameworkSep 2026ERRC grid example: a challenger against Loop
Eliminate, reduce, raise, create: how the grid turns a strategy canvas into decisions, worked for a hypothetical challenger on Loop Earplugs' six measured factors.
FrameworkSep 2026Jobs to be done examples: what Loop is hired for
What a job statement is, the functional, emotional and social layers, and six jobs read from 2,500 of Loop Earplugs' own reviews, each with a count.
FrameworkSep 2026Porter's five forces example: the earplug market
The five forces explained, then worked on earplugs: rivalry and entry barriers measured from public data, suppliers, buyers and substitutes reasoned and labelled.
FrameworkSep 2026PESTEL analysis: three worked examples
The six PESTEL factors explained with three hypothetical companies, real EU and UK rules linked to source, and how one outside factor can cost rivals very different amounts.
FrameworkSep 2026BCG matrix example: three portfolios, sorted
Stars, cash cows, question marks and dogs, worked through three hypothetical portfolios, and what public data can show of a competitor's without claiming market share.
FrameworkSep 2026Ansoff matrix example: four ways to grow
Market penetration, product development, market development and diversification, with three worked examples and how to spot a competitor's growth moves from outside.
How toSep 2026How to Analyze Competitors: 9 Things to Read, With Proof
Nine public places a competitor shows its hand, from the price ladder to the ads they never switch off, each with a dated finding from Loop Earplugs.
TemplateSep 2026Competitor Study Template: 7 Sections, One Real Example
What goes in a competitor study, section by section, with a finished example on Loop Earplugs and a copy-ready template of the seven headings.
StrategySep 2026Go-to-Market Strategy: 9 Steps, Each Checked on a Rival
Nine go-to-market steps, each with the part a rival already tested in public: prices, channels, launch weeks and what moved after. Worked on Loop Earplugs.
SalesSep 2026Competitor battlecard example: every line dated
The page a seller reads before a call with a buyer who is also talking to someone else. Built on Loop Earplugs, with a source and a date on every line.
StrategySep 2026Strategy canvas example: where Loop leans hardest
The canvas is usually drawn in a workshop, from what the room believes. This one is read off the stores: six measured factors, worked on Loop Earplugs.
PositioningSep 2026Perceptual map example: 42 products, one brand
Price against stars for 42 Loop Earplugs products. A brand is a cloud, not a dot, and the shape of the cloud is the positioning.
MessagingSep 2026Messaging house template, filled in from Loop
The promise Loop Earplugs leads with, the claims that hold it up and the proof underneath, read off their own site rather than filled in at a workshop.
JourneySep 2026Competitor customer journey: follow the discount
Five stages, drawn from what a stranger can observe and worked on Loop Earplugs. Their ads almost never discount. Their popup and their inbox do.
How toSep 2026How to research your competitors: four steps
Pick the one a buyer compares you to, read what they publish rather than what they say, take the same reading twice, and write down what you could not see.
AdvertisingSep 2026The best ad we ever ran, we did not write
Forty one hours of oxygen, then a filing cabinet. Three months later the same article came back as ad creative at 38 percent of our normal cost per click.
AI visibilitySep 2026The Engines Disagree: 38% on Google, 0% on Perplexity
I used to think AI visibility was one number.
PeopleSep 20262,194 Followers on the Page, 23,828 on the CMO
We measured 19 brands on LinkedIn at the end of August, expecting a boring answer.
AdvertisingSep 2026What They Refuse to Switch Off Is the Scoreboard
Everybody wants to see their competitor's ads. The useful reading is how long each one has survived, because nobody keeps paying to run an ad that loses.
SalesSep 2026"They Just Named a Cheaper Rival." Here Is Your Answer
You are eighteen minutes into the call.
PricingSep 2026A Quiet 8% Rise Is a Strategy. A 30% Sale Is a Problem
Everyone notices the 30% off banner.
SignalsSep 2026Why Watch the URLs You Thought Of and Not the Whole Site?
I set up a page watcher once. Felt very organised about it.
ReviewsSep 20262,561 Reviews, One Complaint That Keeps Coming Back
A star rating is the least interesting number on a review page.
Search and contentSep 2026They Have 133 Articles on One Topic. You Have Zero
"We need to do more content."
How toSep 2026A Full Competitor Audit Without Talking to a Sales Rep
Here is the bit of competitive tooling nobody enjoys.
HiringSep 2026Their Job Ads Name the Tools Their HTML Never Will
Tech stack detection has a blind spot, and it is a big one.
ProductSep 202627 Things to Do, and 19 of Them Name the Number to Move
Most competitive tools stop one step before the useful part.
PositioningSep 2026One Brand Went From 8 Localised Sites to 22
We used to count a competitor's international presence by looking at their URLs.
TrafficSep 2026The One Traffic Number Your Own Analytics Cannot Show
Your analytics can tell you almost everything about the people who arrived.
ProductSep 20265 Signals That Say How Fast a SaaS Rival Really Ships
Almost every competitive tool was built for shops.
CatalogueSep 2026Here Is the Channel You Forgot and They Already Own
You know your competitor's website intimately.
AdvertisingSep 2026Why Save Their Landing Page Today and Not Look It Up Later?
Because later it will not be there.
SocialSep 2026The Conversation You Are Not In: Reddit, Podcasts, Press
Mention volume is one of the emptiest numbers in marketing.
SocialSep 2026Here Is How to Tell a Paid Creator From an Actual Fan
Anyone can post about a brand once.
ProductSep 2026From Blank Template to 11 Frameworks Filled With Real Data
I have run the workshop. You have probably sat in it.
PricingSep 2026Why Compare Their Prices and Not Their Return Window?
Everybody price-matches.
EmailSep 2026We Cannot Read Their Newsletters. Here Is What We Can
Time for the section every vendor skips.
SocialSep 2026These are the 3 best brands on TikTok
Three machines worth copying, and they work in three completely different ways. One of them posts almost nothing itself and collects 116 million views anyway.
MarketSep 2026Market intelligence: industry trends and share of traffic
Competitor intelligence answers what one company did. Market intelligence answers whether the whole category moved, which is the difference between a mistake and a season.
MarketSep 2026Share of voice: how much of the category is talking about you
A count of mentions is easy and nearly useless. A share of them, on a fixed set of brands in a fixed window, is one of the few signals that moves before demand does.
MarketSep 2026How to build a market map without buying a report
The expensive version arrives as a PDF with your logo placed flatteringly. The useful version takes an afternoon, uses public data, and can be rebuilt when something changes.
SignalsSep 2026Category benchmarks: where your numbers sit in the pack
One competitor gives you a difference. A pack tells you whether that difference is normal, and the useful finding is almost always the number where you are an outlier.
AI visibilitySep 2026How do you rank in AI? Check here for free
Buyers are asking models for a recommendation and somebody is getting named. There is no notification when it is not you. Here is how to check by hand, and how to get it measured.
ProductSep 20267 reasons companies love Kvasano (we think)
The parenthesis is doing real work. Seven things we built on purpose and believe are the reasons, plus an honest note about the wall of testimonials we do not have yet.
PositioningSep 2026Why you shouldn’t track your competitors
Odd advice from a competitor tracking tool, and it is meant literally. Watch the companies growing faster than your category, and take input you could not have copied.
How toSep 20265 reasons to benchmark before you change anything
The day you change something is the last day you can take a clean before. Four of these five reasons stop being available the moment the work starts.
How toSep 2026How to see how many visits a competitor gets
You cannot see their analytics and nobody can. What you can read is scale, the channel mix that matters more than the total, and one number their own analytics does not show them either.
How toSep 2026How to see every ad a competitor is running
The ads are public, so the swipe file is the easy part. The useful reading is how long each one has survived, because nobody keeps paying to run an ad that loses.
How toSep 2026How to benchmark your brand against a competitor
Pick the rival, choose the measures before you know who wins them, and collect both sides the same way. Most benchmarks fail at that third step and never notice.
How toSep 2026How to do a competitive analysis, step by step
Seven steps in order. Six of them can be done by hand in a day, and the seventh is the only one that decides whether any of it is still true in a month.
SignalsSep 2026Leading vs lagging indicators
Revenue and follower counts tell you what already happened. The numbers that move first are the ones you can act on this morning, and the only ones you can see inside a competitor.
GrowthSep 2026There are no “hacks” to growth
Post daily, publish daily, mail daily, test the price and the page. That is close to the whole list, and it is unpopular because none of it can be finished in an afternoon.
SignalsSep 2026Why you should stop tracking sales
Sales is a status, not a lever. It names no action and it is always late. Count the actions per week instead, and notice how uncomfortable that turns out to be.
GrowthSep 2026Should you copy your competitors?
Their volume transfers to you intact. Their artefacts arrive without the machinery that made them work. And the cheapest ground on the board is the places they left empty.
GrowthSep 2026The product flywheel
A funnel drawn as a circle is still a funnel. Four questions a real loop has to pass, where they stall, and how to read somebody else's wheel from outside.
GrowthSep 2026Product led growth
If the product does the selling, the first ten minutes have to work without a human in the room. What has to be true first, and how to tell which model a competitor is running.
SignalsSep 2026Actionable analytics: the ones that are worth the room
A dashboard with forty tiles is not forty times as useful as one with six. The test a number has to pass before it earns a place, and the six or seven that usually do.
AI visibilitySep 2026Share of AI answers: the ranking nobody is checking
A buyer asks a model for the best product in your category. Somebody gets named. There is no dashboard in your analytics that tells you whether it was you.
AdvertisingSep 2026The ads that never stop running
You cannot see a competitor's conversion rate. You can see how long they keep paying to serve an ad. Sort it by format and offer, and it becomes a creative testing framework somebody else paid for.
ReviewsSep 2026Voice of Customer: your competitor's complaints are your roadmap
Their unhappy customers have already written down what they would switch for, in public, for free. Almost nobody reads it, because reading it properly means counting rather than browsing.
PricingSep 2026Price architecture: read the ladder, not the price
Anyone can look up what a competitor charges. A competitor pricing analysis worth doing reads the shape of the range: where a first-time buyer can get on, where most of them land, and how far the top reaches.
AI visibilitySep 2026Why not just ask an AI to research your competitors?
Ask a model about a competitor and you get a genuinely good answer about today. Ask what changed since last Tuesday and it answers that too, just as fluently, without having been there.
MethodSep 2026Why we watch our competitors
Two reasons, and neither of them is anxiety. To find the ideas they have already proved work, and to find the places they have left open.
PositioningSep 2026Do you really need to watch a competitor if you already know your market?
Knowing your market tells you what would hurt you. It does not tell you the week it happens, and it never covers the competitor you stopped thinking about.
MethodSep 2026Do you really need a tool for this if it is all public anyway?
All of it is public. The question was never whether you can see it. It is whether you checked all seven competitors this week, or one of them, once, in March.
PricingSep 2026The quiet tier
Most price changes are never announced. They appear as a fourth column on a pricing page and are found by whoever happens to read it that week.
MethodAug 2026Why we publish a band, not a number
Revenue cannot be known from the outside. Two independent routes and their assumptions are more useful than one confident figure.
HiringAug 2026Job posts as a roadmap
Nine sales roles and no engineers is a decision about the next two quarters, written in public by a company that did not mean to publish it.
PositioningJul 2026Words that drift
Tool, platform, workspace. A year of headline edits usually says more than the headline that is up today.
SignalsJul 2026Three metrics that mean nothing
Follower counts, badge walls and press mentions. What they correlate with, and what they do not.
ReviewsJun 2026Reading a review listing properly
Volume and score move for different reasons. Separating them changes what the numbers are able to tell you.
Competitive analysis
Everything on running a competitive analysis: which competitor to pick, what to read, how to benchmark against them, and when watching them is worth it at all. Start with How to do a competitive analysis, step by step.
How to do a competitive analysis, step by step
Seven steps in order. Six of them can be done by hand in a day, and the seventh is the only one that decides whether any of it is still true in a month.
ToolsOct 2026Is This the Best Competitor Research Tool?
For $99, Panoramata follows 20 competitors and Kvasano follows 7. What Kvasano measures instead, what it doesn't do, and who should buy something else.
ChangesOct 20267 Things Your Competitor Changed This Month
In under three weeks Loop closed a sale, retired 12 products, dropped its Italian site and put 2,107 more ads live. Seven dated changes, all public.
Competitive analysisOct 20263 Things Your Competitor Does Better (And 1 Wrong)
From ClickUp's chair, monday.com has 4.8 stars from 48,171 App Store ratings and 85 ads that run only in Germany. On Trustpilot, 200 of its 300 newest reviews are one star.
Competitive analysisOct 2026How Are Your Competitors Beating You?
ChatGPT named Hears in 0 of 15 earplug questions that left its name out. Loop showed up in 13 of 18. Here is where else Hears is losing, and where it isn't.
MarketingOct 2026I Watched Every Rory Sutherland Video So You Don't Have To
840 videos, 133 channels and one surprise about who gets the views: the biggest Rory Sutherland channel on YouTube is not his.
FrameworkSep 2026Competitive gap analysis: AG1 vs Grüns, measured
AG1 against Grüns on ten measured gaps, each with a direction, a width and a date, then ranked by how wide they are against what they cost to close.
FrameworkSep 2026Competitive profile matrix: AG1 vs Grüns, scored
AG1 and Grüns scored on seven critical success factors, each rating read from a measured number, and the one weighting call that flips the winner.
FrameworkSep 2026Feature comparison matrix: AG1 vs Grüns
Rows, columns, yes/no against graded cells, and why parity lists mislead. Worked on AG1 and Grüns with measured values only, and the cells we could not fill marked as such.
FrameworkSep 2026Competitor SWOT analysis: every box measured
A SWOT on a competitor where every line is a measured, dated fact. Worked on Loop Earplugs: strong before the purchase, weak after it.
FrameworkSep 2026TOWS matrix example: four moves against Loop
How a TOWS matrix turns a SWOT into moves: four strategies a rival could run against Loop Earplugs, each with a test, plus three short examples.
FrameworkSep 20264P analysis of a competitor: Loop's marketing mix
Product, price, place and promotion, read from outside. Loop Earplugs' marketing mix with a dated source on every line, and why its discount moved out of the ads.
FrameworkSep 2026ERRC grid example: a challenger against Loop
Eliminate, reduce, raise, create: how the grid turns a strategy canvas into decisions, worked for a hypothetical challenger on Loop Earplugs' six measured factors.
FrameworkSep 2026Jobs to be done examples: what Loop is hired for
What a job statement is, the functional, emotional and social layers, and six jobs read from 2,500 of Loop Earplugs' own reviews, each with a count.
FrameworkSep 2026Porter's five forces example: the earplug market
The five forces explained, then worked on earplugs: rivalry and entry barriers measured from public data, suppliers, buyers and substitutes reasoned and labelled.
FrameworkSep 2026PESTEL analysis: three worked examples
The six PESTEL factors explained with three hypothetical companies, real EU and UK rules linked to source, and how one outside factor can cost rivals very different amounts.
FrameworkSep 2026BCG matrix example: three portfolios, sorted
Stars, cash cows, question marks and dogs, worked through three hypothetical portfolios, and what public data can show of a competitor's without claiming market share.
FrameworkSep 2026Ansoff matrix example: four ways to grow
Market penetration, product development, market development and diversification, with three worked examples and how to spot a competitor's growth moves from outside.
How toSep 2026How to Analyze Competitors: 9 Things to Read, With Proof
Nine public places a competitor shows its hand, from the price ladder to the ads they never switch off, each with a dated finding from Loop Earplugs.
TemplateSep 2026Competitor Study Template: 7 Sections, One Real Example
What goes in a competitor study, section by section, with a finished example on Loop Earplugs and a copy-ready template of the seven headings.
StrategySep 2026Go-to-Market Strategy: 9 Steps, Each Checked on a Rival
Nine go-to-market steps, each with the part a rival already tested in public: prices, channels, launch weeks and what moved after. Worked on Loop Earplugs.
SalesSep 2026Competitor battlecard example: every line dated
The page a seller reads before a call with a buyer who is also talking to someone else. Built on Loop Earplugs, with a source and a date on every line.
StrategySep 2026Strategy canvas example: where Loop leans hardest
The canvas is usually drawn in a workshop, from what the room believes. This one is read off the stores: six measured factors, worked on Loop Earplugs.
PositioningSep 2026Perceptual map example: 42 products, one brand
Price against stars for 42 Loop Earplugs products. A brand is a cloud, not a dot, and the shape of the cloud is the positioning.
MessagingSep 2026Messaging house template, filled in from Loop
The promise Loop Earplugs leads with, the claims that hold it up and the proof underneath, read off their own site rather than filled in at a workshop.
JourneySep 2026Competitor customer journey: follow the discount
Five stages, drawn from what a stranger can observe and worked on Loop Earplugs. Their ads almost never discount. Their popup and their inbox do.
How toSep 2026How to research your competitors: four steps
Pick the one a buyer compares you to, read what they publish rather than what they say, take the same reading twice, and write down what you could not see.
How toSep 2026A Full Competitor Audit Without Talking to a Sales Rep
Here is the bit of competitive tooling nobody enjoys.
ProductSep 2026From Blank Template to 11 Frameworks Filled With Real Data
I have run the workshop. You have probably sat in it.
MarketSep 2026Market intelligence: industry trends and share of traffic
Competitor intelligence answers what one company did. Market intelligence answers whether the whole category moved, which is the difference between a mistake and a season.
MarketSep 2026How to build a market map without buying a report
The expensive version arrives as a PDF with your logo placed flatteringly. The useful version takes an afternoon, uses public data, and can be rebuilt when something changes.
SignalsSep 2026Category benchmarks: where your numbers sit in the pack
One competitor gives you a difference. A pack tells you whether that difference is normal, and the useful finding is almost always the number where you are an outlier.
PositioningSep 2026Why you shouldn’t track your competitors
Odd advice from a competitor tracking tool, and it is meant literally. Watch the companies growing faster than your category, and take input you could not have copied.
How toSep 20265 reasons to benchmark before you change anything
The day you change something is the last day you can take a clean before. Four of these five reasons stop being available the moment the work starts.
How toSep 2026How to benchmark your brand against a competitor
Pick the rival, choose the measures before you know who wins them, and collect both sides the same way. Most benchmarks fail at that third step and never notice.
GrowthSep 2026Should you copy your competitors?
Their volume transfers to you intact. Their artefacts arrive without the machinery that made them work. And the cheapest ground on the board is the places they left empty.
AI visibilitySep 2026Why not just ask an AI to research your competitors?
Ask a model about a competitor and you get a genuinely good answer about today. Ask what changed since last Tuesday and it answers that too, just as fluently, without having been there.
MethodSep 2026Why we watch our competitors
Two reasons, and neither of them is anxiety. To find the ideas they have already proved work, and to find the places they have left open.
PositioningSep 2026Do you really need to watch a competitor if you already know your market?
Knowing your market tells you what would hurt you. It does not tell you the week it happens, and it never covers the competitor you stopped thinking about.
MethodSep 2026Do you really need a tool for this if it is all public anyway?
All of it is public. The question was never whether you can see it. It is whether you checked all seven competitors this week, or one of them, once, in March.
Competitor ads
How to see the ads a competitor runs, and which of them matter. The signal is rarely the ad itself; it is how long it survives, what it says, and where it sends the click. Start with How to see every ad a competitor is running.
How to see every ad a competitor is running
The ads are public, so the swipe file is the easy part. The useful reading is how long each one has survived, because nobody keeps paying to run an ad that loses.
AdvertisingSep 2026The best ad we ever ran, we did not write
Forty one hours of oxygen, then a filing cabinet. Three months later the same article came back as ad creative at 38 percent of our normal cost per click.
AdvertisingSep 2026What They Refuse to Switch Off Is the Scoreboard
Everybody wants to see their competitor's ads. The useful reading is how long each one has survived, because nobody keeps paying to run an ad that loses.
AdvertisingSep 2026Why Save Their Landing Page Today and Not Look It Up Later?
Because later it will not be there.
AdvertisingSep 2026The ads that never stop running
You cannot see a competitor's conversion rate. You can see how long they keep paying to serve an ad. Sort it by format and offer, and it becomes a creative testing framework somebody else paid for.
Competitor pricing
Reading a competitor's prices as a strategy rather than a number: the ladder of tiers, the quiet rises, the return window, and the channels where the price is different. Start with Price architecture: read the ladder, not the price.
Price architecture: read the ladder, not the price
Anyone can look up what a competitor charges. A competitor pricing analysis worth doing reads the shape of the range: where a first-time buyer can get on, where most of them land, and how far the top reaches.
SalesSep 2026"They Just Named a Cheaper Rival." Here Is Your Answer
You are eighteen minutes into the call.
PricingSep 2026A Quiet 8% Rise Is a Strategy. A 30% Sale Is a Problem
Everyone notices the 30% off banner.
CatalogueSep 2026Here Is the Channel You Forgot and They Already Own
You know your competitor's website intimately.
PricingSep 2026Why Compare Their Prices and Not Their Return Window?
Everybody price-matches.
PricingSep 2026The quiet tier
Most price changes are never announced. They appear as a fourth column on a pricing page and are found by whoever happens to read it that week.
Competitor traffic and SEO
Estimating a competitor's visits and reading what they publish: the pages they add, the markets they build sites for, and the words that drift on their pages. Start with How to see how many visits a competitor gets.
How to see how many visits a competitor gets
You cannot see their analytics and nobody can. What you can read is scale, the channel mix that matters more than the total, and one number their own analytics does not show them either.
SignalsSep 2026Why Watch the URLs You Thought Of and Not the Whole Site?
I set up a page watcher once. Felt very organised about it.
Search and contentSep 2026They Have 133 Articles on One Topic. You Have Zero
"We need to do more content."
PositioningSep 2026One Brand Went From 8 Localised Sites to 22
We used to count a competitor's international presence by looking at their URLs.
PositioningJul 2026Words that drift
Tool, platform, workspace. A year of headline edits usually says more than the headline that is up today.
AI visibility
Whether AI assistants name you when a buyer asks, how much the engines disagree, and the traffic from them that your own analytics cannot see. Start with Share of AI answers: the ranking nobody is checking.
Share of AI answers: the ranking nobody is checking
A buyer asks a model for the best product in your category. Somebody gets named. There is no dashboard in your analytics that tells you whether it was you.
AI visibilitySep 2026The Engines Disagree: 38% on Google, 0% on Perplexity
I used to think AI visibility was one number.
TrafficSep 2026The One Traffic Number Your Own Analytics Cannot Show
Your analytics can tell you almost everything about the people who arrived.
AI visibilitySep 2026How do you rank in AI? Check here for free
Buyers are asking models for a recommendation and somebody is getting named. There is no notification when it is not you. Here is how to check by hand, and how to get it measured.
Customer reviews
What a competitor's reviews say about their product, and how to read a review listing without being misled by the score. Start with Voice of Customer: your competitor's complaints are your roadmap.
Voice of Customer: your competitor's complaints are your roadmap
Their unhappy customers have already written down what they would switch for, in public, for free. Almost nobody reads it, because reading it properly means counting rather than browsing.
ReviewsSep 20262,561 Reviews, One Complaint That Keeps Coming Back
A star rating is the least interesting number on a review page.
ReviewsJun 2026Reading a review listing properly
Volume and score move for different reasons. Separating them changes what the numbers are able to tell you.
Hiring and tech stack
Job posts as an early signal: the roles a competitor hires for, the tools they name, and how fast they really ship. Start with Job posts as a roadmap.
Job posts as a roadmap
Nine sales roles and no engineers is a decision about the next two quarters, written in public by a company that did not mean to publish it.
HiringSep 2026Their Job Ads Name the Tools Their HTML Never Will
Tech stack detection has a blind spot, and it is a big one.
ProductSep 20265 Signals That Say How Fast a SaaS Rival Really Ships
Almost every competitive tool was built for shops.
Metrics that matter
Which numbers are worth watching: leading against lagging indicators, the metrics that mean nothing, and why a band says more than a single number. Start with Leading vs lagging indicators.
Leading vs lagging indicators
Revenue and follower counts tell you what already happened. The numbers that move first are the ones you can act on this morning, and the only ones you can see inside a competitor.
MetricsOct 202610 Metrics You Must Track (On Your Competitors)
ClickUp has 1,541 pages comparing tools. Asked with no tool in the question, AI engines named Asana first 9 times and ClickUp 4. Ten competitor numbers worth watching, each with a real example.
MetricsOct 2026The 4 Competitor Metrics Most Marketers Ignore
Perplexity names Hears in 17% of earplug answers, Gemini in 44%. Loop quietly stopped declaring an Italian site. Four competitor numbers almost nobody checks.
ProductSep 202627 Things to Do, and 19 of Them Name the Number to Move
Most competitive tools stop one step before the useful part.
ProductSep 20267 reasons companies love Kvasano (we think)
The parenthesis is doing real work. Seven things we built on purpose and believe are the reasons, plus an honest note about the wall of testimonials we do not have yet.
GrowthSep 2026There are no “hacks” to growth
Post daily, publish daily, mail daily, test the price and the page. That is close to the whole list, and it is unpopular because none of it can be finished in an afternoon.
SignalsSep 2026Why you should stop tracking sales
Sales is a status, not a lever. It names no action and it is always late. Count the actions per week instead, and notice how uncomfortable that turns out to be.
GrowthSep 2026The product flywheel
A funnel drawn as a circle is still a funnel. Four questions a real loop has to pass, where they stall, and how to read somebody else's wheel from outside.
GrowthSep 2026Product led growth
If the product does the selling, the first ten minutes have to work without a human in the room. What has to be true first, and how to tell which model a competitor is running.
SignalsSep 2026Actionable analytics: the ones that are worth the room
A dashboard with forty tiles is not forty times as useful as one with six. The test a number has to pass before it earns a place, and the six or seven that usually do.
MethodAug 2026Why we publish a band, not a number
Revenue cannot be known from the outside. Two independent routes and their assumptions are more useful than one confident figure.
SignalsJul 2026Three metrics that mean nothing
Follower counts, badge walls and press mentions. What they correlate with, and what they do not.