Identify direct competitors. Identify indirect alternatives. Map the 'do nothing' alternative. Understand customer decision criteria.

You'll identify competitive alternatives, understand the competitive landscape, and spot differentiation opportunities.

Frame the exercise by explaining that competitors include substitutes and 'do nothing' options. Inertia is often the biggest competitor. To avoid bias, force neutral criteria. Ask, 'If I knew nothing about our product, which would I choose and why?' For honest assessments, rephrase questions to reduce defensiveness. For example, 'What does [competitor] do that our users wish we did?' Don't just list features; capture why alternatives win. The 'why' (price, speed, simplicity) provides strategic insight. Sometimes, teams struggle to identify 'do nothing' as a real alternative; be patient and provide examples.