Awkward Reality #40
It is highly unlikely you see competitive products the way your customers do.
Companies think they know how good competitors’ products are. But when they conduct customer-centric side-by-side testing, they’re often shocked by this unfiltered view of where they really stand. Like a beautiful theory being attacked by a brutal gang of facts. Not pretty, but better than launching a dud. Doing this properly isn’t that hard… but is very uncommon.