Competitor Brief — Week of [Month Day]
The Week In One Sentence
[One sentence that captures the week, under 100 characters]
If the week was quiet, say so plainly. Don't inflate minor changes to fill the brief.
The Biggest Move
[Competitor]. [What they did and why it matters to us, in two or three sentences.]
One move only: the one that would change a decision if leadership knew about it.
Themes
- [Theme title]
- [Two sentences on the pattern and what it suggests.] Competitors: [Competitor A], [Competitor B]
- [Theme title]
- [Two sentences.] Competitors: [Competitor C]
Up to four. A theme is a shared move across competitors, such as several raising prices or hiring for the same market. Skip trivia.
Focus Next Week
- [A concrete action, with an owner]
- [A second action]
- [A third action]
Up to three. Each one should be something a person can start on Monday.
The Week's Changes
| Date | Competitor | Priority | Category | What changed |
|---|---|---|---|---|
| [Oct 14] | [Competitor A] | [High] | [Pricing] | [One-line headline naming the company and the move] |
| [Oct 12] | [Competitor B] | [Medium] | [Hiring] | [Headline] |
| [Oct 9–15] | [Competitor C] | [Low] | [Product] | [Headline] |
Categories: pricing, product, positioning, launch, content, hiring, partnership, company. When you only know a change happened within a window, give the window.