Stage 3 · Offer and value proposition

Competitive Assessment

A Competitive Assessment scores your offer and competitors' offers on the purchase criteria that matter to a segment, weighted by importance. It shows where you are better, where you are worse, and which competitor you can take share from.

Use this tool with your team All 22 tools

Questions it answers

1How do customers see us against competitors?

2Which criteria give us an advantage?

3Which competitor is most vulnerable?

How it works

The steps teams follow in our programs and projects.

Step 1

Use the criteria

Weighted purchase criteria for the segment.

Step 2

Score each offer

Ideally from customer research, checked with sales and technical teams.

Step 3

Compare

Weighted scores and gaps.

Step 4

Act

Strengthen weak criteria and lead with strong ones.

What you get

The output

A weighted score chart showing your position against each competitor.

Where AI helps

Where judgment decides

Compiles competitor information and public claims.

Scores honestly, using customer evidence rather than internal pride.

From our client work

How clients apply it

Paraphrased and anonymized from recent programs and engagements.

Application 1

A business with high market share used a competitive review in a "right to win" workshop to plan how to defend its position.

Application 2

Clients ask for current competitive data each year, because customer perceptions shift.

Point of view

Seen in the market

All points of view →

Recent Market Edge points of view that apply this tool.

Volatile markets · April 2026

Why do purchase criteria shift in volatile markets?

In volatile, uncertain markets, supply assurance and lead time can quickly become the criteria that decide a purchase, and share and price move with them.

Read →

Value and differentiation · April 2026