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When it comes to analysing competitors or markets, transitions are critical. Competitor analysis is all about Transitions.
Think of the market as a living ecosystem. It’s not static. It’s constantly changing, shaped by external pressures, emerging trends, and shifting consumer behaviours. You’re already behind if you’re focused solely on what the competition is doing today. The real insight comes from understanding where the market is going—those transitions between what is and what will be.
In competitor analysis, looking at current market leaders and following their playbook is tempting. However, the mistake many companies make is ignoring the subtle environmental shifts. The early signals that indicate a competitor’s next move or even the industry’s next evolution. You have the advantage if you can identify these transitional moments before anyone else.
An example of why competitor analysis is all about Transitions. Think about how Blockbuster was on top of the world when Netflix emerged. Netflix wasn’t an immediate threat to Blockbuster’s brick-and-mortar business. But the real transition happened in consumer behaviour—the shift toward convenience, streaming, and personalised content. Blockbuster missed that. Their analysis focused too much on what is and not enough on what’s changing.
The key takeaway? Transitions drive disruption. Competitor analysis shouldn’t just be about who’s doing what now. It’s about seeing the early indicator of market transitions and positioning yourself to capitalise on the next phase before your competitors even see it coming.
It’s all about Transitions
Competitive intelligence software is great, but you need to do more than watch. You need more than using AI to summarise what news is coming out about them.
You need to think, and that’s where the real value lies—anticipating transitions and aligning your strategy with where the market will be tomorrow, not where it is today.
