Of Product Comparisons and Gap Analysis
Product Management teams, are constantly looking for how to make their products better. They are always hungry for information that will make it more competitive, and more appealing than a competitive offer.
In Competitive Strategy we get frequently asked for a “Competitive Gap Analysis” to help product management answer that question. But what is it that they really want? Are they looking for justifications of a hypothesis or legitimate input on the product positioning? What product management needs is a full blown competitive gap analysis, not a side by side product comparison. The difference may be considered subtle by some, but it certainly makes a big difference.