Research / Quiet editorial
Your Competitors Are Data. Start Treating Them Like It.
A competitor's website is a set of observable choices: the audience they address, the problem they lead with and the evidence they offer. Treating those choices consistently makes comparison more useful.
Use the same fields
Record audience, promise, proof, offer and next step for each competitor. Keep the exact source URL and date. Consistent fields stop the loudest campaign or best-looking website from dominating the analysis.
Label what you do not know
Public content cannot tell you the full economics or effectiveness of a competitor's business. Mark missing information instead of asking AI to fill it with confident guesses. Separate what you can observe from what you suspect.
Compare patterns over time
Revisit the same sources periodically and note changed claims or offers. Quiet can help organise competitor research, while your review determines whether a change matters for your positioning. Avoid changing direction in response to every new post.