It’s easy to get locked into a single perspective in competitive intelligence and market strategy. You analyse the market, study competitors, assess trends, and make decisions based on what seems like the “right” interpretation. But here’s the problem—every market shift, competitor move, or strategic decision is like a line, and a line has two sides. Your competitive edge in market analysis.
The danger lies in assuming that your side of the line is the only reality. What if the competitor you perceive as a threat is actually weak in areas you haven’t examined? What if the customer behaviours you rely on today evolve in ways your existing models don’t capture? What if the “obvious” move has a downside you haven’t seen? This article will show how a two-sided view of competitor analysis can find hidden opportunities and reduce blind spots.
The Single-Sided Trap in Market Strategy
Most businesses operate with confirmation bias—they see what they expect to see. A company that sees itself as a leader often thinks its edge is unbreakable. A fast-moving startup might see the incumbent as outdated. It assumes the bureaucracy will cause it to crumble.
Both perspectives have truth in them. But neither tells the whole story. Consider the case of Peloton versus Apple Fitness+. Peloton believed their high-end hardware with live classes was the best fitness experience. It was hard to beat. They saw their community-driven model as an unassailable moat. However, Apple Fitness+ took a different approach. It used its vast ecosystem, device integration, and low cost.
Peloton viewed itself as the pioneer of connected fitness. Apple, however, saw an opportunity to democratise that experience and scale it rapidly. If Peloton had considered Apple’s view, they might have acted sooner. They would have seen the strength of Apple’s ecosystem and pricing strategy. They may have changed prices or added new products to keep their market share. Instead, Peloton found itself scrambling to adapt as Apple quickly gained traction.
What would have happened if Peloton had fully examined both sides? Perhaps a strategic partnership with other tech platforms could have fortified their position. Or maybe an aggressive expansion into digital-only offerings would have allowed them to preempt Apple’s entry. Either way, the outcome could have been different.
Competitor Analysis: Seeing the Line from Both Sides
It’s tempting to analyse competitors through your lens. You see your market position, strengths, and weaknesses. However, true strategic advantage comes from understanding how they see the market.
A few questions to ask:
1. How do they define success?
If your competitor is focused on ecosystem integration while you’re prioritising hardware sales, their strategy will look irrational—until you realise they are playing a different game.
2. What do they see as your weaknesses?
You’re exposed if your competitor exploits a vulnerability you don’t even acknowledge.
3. What constraints are they operating under?
If you’re up against a company like Apple, they have brand loyalty and an existing ecosystem that you can’t replicate overnight. But they also weigh being a massive corporation that can’t pivot as quickly.
Understanding both sides of the competitive line allows you to anticipate moves, not just react to them.
The Market’s Two Sides: Trends Aren’t What They Seem
Market trends can be misleading if you only look at one side. For instance, the surge in generative AI tools is often framed as an inevitable takeover of creative industries. Companies rush to adopt AI-generated content without considering the counterforce—the growing value of human-authored, authentic narratives that resonate more deeply with certain audiences.
The companies that win aren’t those that blindly follow a trend but those that see both sides of it. While some media companies churn out AI-generated articles at scale, others are doubling on investigative journalism, storytelling, and personal branding. The second approach acknowledges both sides of the line and creates a differentiated market position.
Similarly, when a competitor launches an aggressive subscription pricing model, many companies assume they must follow suit. But what if the better response is to emphasise unique, premium features that justify a higher price point? Seeing the full picture—both the low-cost play and the potential for premium differentiation—leads to smarter strategic moves.
The Tactical Shift: How to Think in Two Sides
To avoid falling into the one-sided trap, here’s a shift in thinking:
1. When you identify a market trend, ask yourself: What is the countertrend?
Human creativity will also be demanded if there’s a move toward generative AI.
If remote work is on the rise, there’s a simultaneous craving for in-person collaboration.
Every shift creates an equal and opposite reaction—where does your opportunity lie?
2. When analysing competitors, step into their shoes.
If you were running their company, what moves would make sense?
What do they perceive as their edge?
What constraints are they working within that you aren’t?
3. When making strategic decisions, assume your first instinct is incomplete.
If you see a competitor’s move as a mistake, ask: What if it’s a calculated risk?
If you think a customer preference is stable, ask: What if it’s shifting beneath the surface?
Conclusion: The Power of Dual-Sided Thinking to Competitive Edge in Market Analysis
Competitive intelligence and market analysis aren’t about confirming what you already believe. They’re about seeing the full picture. Both the opportunities, threats, strengths, and vulnerabilities. A line always has two sides. The businesses that understand both wins. The ones that don’t? They become case studies.
Your move.
Let’s talk…
OCtopus Competitive Intelligence Agency