Workshop Exercises: Define

Competitive Landscape

Position your brand relative to other companies

Illustration of Competitive Landscape
Run a Competitive Landscape play

Also called: Competitive Matrix

Timing: Planning

Prep time
10 minutes

Run time
45-60 minutes

Group size

Why: Uncover your company's market position and identify advantages and potential market gaps

When: As you launch a new product, enter a new market, or when you need clarity on your market position

This workshop exercise is part of the Workshop Patterns printed card deck.

A collection of workshop exercises that will help you ditch dull meetings and facilitate with confidence. It will help you master the design process and have more productive time with your team. The card deck will be ready for purchase in the end of 2023 and is now undergoing rigorous testing.

Reserve your deck!

Instructions for running this play

  1. Set up. Draw a 2x2 matrix on a large surface. Customize the two axes with the traits that fit your positioning found or that you used in the Personality Sliders exercise. 
  2. List competitors. Conduct a 3 minute Silent Storming exercise, where participants note relevant companies in your space or industry. Let each participant choose the number one or two most important companies on their list and place sticky notes on the board for each.
  3. Position competitors. Together, place each sticky note on the matrix, discussing the company’s positioning. Repeat this for all sticky notes. As a final check, the facilitator asks the Decider if they’d like to adjust any placements.
  4. Plot your own company. Reflect on your positioning in relation to the other companies.
  5. Final call. The Decider makes the final decision on your company’s positioning.

Tips to perfect this play

Master and adapt the play to fit your context and needs.


Feel free to modify the traits for each axis to suit your specific context.


Encourage participants to think about both direct and indirect competitors


Ask participants to identify unique differentiators for your company based on the plotted landscape for deeper understanding


Want to learn more?

Receive a hand picked list of the best reads on building products that matter every week. Curated by Anders Toxboe. Published every Tuesday.

No spam! Unsubscribe with a single click at any time.

Ice Breakers

Relieve initial group awkwardness and establish a safe space

Community events
Product Loop

Product Loop provides an opportunity for Product professionals and their peers to exchange ideas and experiences about Product Design, Development and Management, Business Modelling, Metrics, User Experience and all the other things that get us excited.

Join our community

Made with in Copenhagen, Denmark

Want to learn more about about good product development, then browse our product playbooks.