A one-sitting audit of the blind spots that tend to surface at the worst moment: in a board meeting, a renewal negotiation or a buyer’s procurement review. Six sections, built on the same four-angle check we run for clients: market, buyers, competitors, trends.
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Built on the same four-angle check behind every Decision Brief
What sends a strategy back to the drawing board
The checklist was built around the exact moments these questions land without a documented answer.
“Who else is doing this? Why won’t they just copy you?”
“No direct competitors” usually signals an undefined category, not an open field. The checklist has you check every named competitor on Companies House or a funding database, then widen the scope to substitutes and adjacent players.
“When did you last check this?”
Competitive data that is collected and never revisited rarely changes a decision. The checklist ends with a review rhythm (monthly monitoring, a quarterly full review and ad hoc deep dives) and one named owner.
“What does ChatGPT say about you vs. them?”
The checklist has you run category, comparison and factual prompts in ChatGPT, Perplexity, Gemini and Claude in a fresh, logged-out chat, then trace every wrong or missing answer to a gap on your own site.
The checklist covers every one of these: 23 checks across six sections, in about 30 minutes. Get the Free PDF
What’s inside
Each section is a short set of checks with a yes, no or unknown box. The unknowns are the output: they are the questions you cannot yet answer in a room.
Named, dated sources, a bottom-up check and a timing verdict.
Who actually buys, and where they look.
The rivals everyone already tracks.
Where blind spots actually live.
How ChatGPT, Perplexity, Gemini and Claude describe your category, and you.
Monthly, quarterly and ad hoc, with one named owner.
How to use it
Print it or open it beside your notes. Answer every check with yes, no or unknown. The unknowns matter most.
Section six asks for one named owner and a review rhythm. Without them the audit is a one-off, not a practice.
Each unknown is a question a buyer, board member or competitor can ask first. Close the ones that could change a decision this quarter.
Go deeper
The checklist gives you the audit framework to run yourself. A Decision Brief applies the same four-angle check (market, buyers, competitors and trends) to one decision you are facing, and ends in a recommendation signed by a named verifier.
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