Market & competitor research
Nothing gets written before the market is read. Competitor research isn't a one-time report — it's a standing input the whole loop keeps checking against.
What it does
Identifies who's actually competing for the same segment, reads what they publish, tracks the angles and offers they lean on, and keeps a live profile per competitor instead of a snapshot taken once at onboarding.
How it works
Each market segment carries its own set of competitor profiles and best practices — part of the data tree described in How it works. Those profiles get re-read whenever a new hypothesis is being formed, so a strategy built in month six sees the market as it is in month six, not as it was at signup.
Why it compounds
Every other feature depends on this one being current. Strategy without fresh research is a guess with extra steps; research that never gets re-checked is exactly that risk waiting to happen.