# Competitive Intelligence Playbook

Discussion guide · Simon Dudley

A twelve-vector framework for understanding competitors—and applying the same scrutiny to your own business.

Competitive intelligence starts with verifiable information. This playbook looks beyond a feature comparison to examine how a business works, where it is vulnerable and what could change its position.

Simon’s framework uses twelve vectors. Each brings a different question to the competitor profile, and each deserves the same scrutiny when applied to your own organisation. The aim is better decisions, supported by evidence that can be checked and refreshed.

## The twelve vectors

1. Financial
2. Organizational
3. Business model
4. Portfolio
5. Downstream business
6. Upstream business
7. ESG
8. Partnerships
9. Good / fast / cheap
10. Pitch
11. Existential threats
12. Five-year plan

## Discussion questions

1. Which of the twelve vectors is least understood in our current competitor profile?

2. Which claims are verified facts, estimates or untested assumptions?

3. How do customer and lost-prospect interviews change our assessment?

4. Who owns the next research task, and when will the evidence be refreshed?

## Next action

Evidence to check:

Owner:

Refresh / review date:

Decision this could change:

Amazon: https://www.amazon.com/dp/B0F7T614T3

This guide contains discussion prompts, not the book manuscript.