Your Biggest Competitor Might Be a Spreadsheet

You may be studying the wrong competitor. Your customer could be perfectly comfortable with a spreadsheet, a notebook, or a few messages. Does your offer give them a reason to change?

In this episode of The Level Up Podcast, Paul Alex breaks down how to evaluate your offer against the process a customer already uses, including what works and what switching would require.

A familiar workaround can be a practical choice. Asking someone to walk you through a recent task reveals how information moves, where problems occur, and which parts they value. That understanding helps you identify a problem the customer actually wants solved.

Changing systems also takes effort. Moving information, learning a process, and preparing a team all belong in the comparison. Explain a specific improvement you can support, and stay clear about what still needs testing.

In this episode, you’ll learn:

• How to identify the everyday workaround competing with your offer.

• What a recent customer task reveals about needs and frustrations.

• Why switching costs include learning, disruption, and team effort.

• How to explain an improvement without inventing savings or benefits.

The truth is simple:

A useful offer starts with understanding the customer’s current reality. Ask what works, where it falls short, and what would make changing worthwhile.

Make the improvement concrete enough to evaluate.

Give the customer a reason to change that matters to them.

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