Figure 4-3. Competitive market research spreadsheet example Your ultimate goal is to devise a solution that creates a competitive advantage. The market research your team does in the tool will force everyone to look across the competitive landscape with an eye for gaps or inconsistencies in how the competitors deliver their user experiences. The devil is in the details, and it’s in those details that Tenet 2, Value Innovation, can happen. (See Chapter 6 for more on this.) When solid research is the input, solid analysis can be the output. This sounds obvious, but it’s amazing how many quick decisions are made after only a cursory examination of the marketplace. As strategists, we need to help our clients filter the market research into bite-size, actionable takeaways in which everyone can make smart, analytical decisions. Let me break it down slowly. At the end of this adventure, you will see that knowledge truly is power.