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    Course · Market Intelligence trackTactic

    Win/Loss Interview Play

    Interview 6 won and lost deals to find your real differentiators.

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    Win/Loss Interview
    Interview 3 won + 3 lost deals to find real differentiators.
    Pricing Willingness Interviews
    Van Westendorp · 4 price questions · 8 buyers.
    Persona Sheet
    One persona: bio, jobs, pains, gains, channels, quote.
    Customer Interview Script
    Open · jobs · pains · alternatives · close — with prompts.
    JTBD Synthesis
    Cluster interview notes into job statements.
    Define · Opportunity Map
    Score and rank where the next win lives.
    Strategy this executes

    The strategic decisions this play depends on.

    Competitor Analysis
    Strategy
    Competitive landscape, strengths, weaknesses and threat level per rival.
    Competitive Advantage
    Strategy
    What actually makes an advantage durable: scale, network, brand, IP, switching costs and cost position.
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    Market Research
    Primary and secondary research methods to build a grounded view of your market.
    Market Structure
    TAM/SAM/SOM, category dynamics and the demand drivers that shape opportunity.
    Industry Analysis
    Map industry scope, value chain, incumbents and the profit pools that matter.
    Porter’s Five Forces
    Rivalry, new entrants, suppliers, buyers and substitutes — assess structural attractiveness.