03 The strategy
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Trends mean more than snapshots; a longitudinal analysis takes a series of data points over time to discover those trends. A small competitor may not look important at a single point in time - but what if that competitor is moving into your market at twice the rate of anyone else?
I plot these trends - the characteristics shared by the main players in the market, the bases on which they compete - on a strategy canvas, with the traits on the x-axis and their strength (low to high) on the y. Seeing the resulting value curves (one per competitor) and how they're trending gives you an idea of where not to compete ... and a sense of how different your value curve should look.
Analysing trends over time lets you see what's coming: it's a compass rather than a rear-view mirror. Next 04: the normal distribution.
Back to toolbox
Trends mean more than snapshots; a longitudinal analysis takes a series of data points over time to discover those trends. A small competitor may not look important at a single point in time - but what if that competitor is moving into your market at twice the rate of anyone else?
I plot these trends - the characteristics shared by the main players in the market, the bases on which they compete - on a strategy canvas, with the traits on the x-axis and their strength (low to high) on the y. Seeing the resulting value curves (one per competitor) and how they're trending gives you an idea of where not to compete ... and a sense of how different your value curve should look.
Analysing trends over time lets you see what's coming: it's a compass rather than a rear-view mirror. Next 04: the normal distribution.