In this episode, Jeff Burgess shares how going beyond “Know Thy Customer” and “Know Thy Competitor” — and truly understanding your customer’s competitor — can create a powerful competitive advantage. He explains why in-person conversations reveal insights no Google search ever could, and how careful observation, listening, and ethical research uncover opportunities others miss.

Jeff walks through practical strategies for analyzing competitor products, positioning your solution effectively, and guiding customers to discover value for themselves. By doing so, you elevate your role from vendor to trusted advisor — building stronger relationships, long-term loyalty, and sustainable growth.

To learn more about Jeff’s journey, pick up a copy of 𝙄𝙩 𝙒𝙤𝙧𝙠𝙚𝙙 𝙁𝙤𝙧 𝙈𝙚: 𝙈𝙮 𝙇𝙞𝙛𝙚 𝙎𝙚𝙞𝙯𝙞𝙣𝙜 𝙊𝙥𝙥𝙤𝙧𝙩𝙪𝙣𝙞𝙩𝙮 𝙖𝙣𝙙 ...