Compare alternatives with claims you can maintain
Use a competitor table only when the buying decision turns on a few factual criteria the team can substantiate and keep current.
Skip this if Categories where the team cannot identify and substantiate stable decision criteria for named alternatives
Use a competitor comparison table only when a recurring objection turns on a few factual differences the team can substantiate and maintain. If the table needs vague superlatives or selective criteria to make the product win, do not publish it.
This is a positioning decision, not the product-comparison feature used to compare items inside the store. A competitor table answers “Why this option instead of that alternative?” The FTC’s US policy supports comparative advertising when it is truthful, nondeceptive, clear, and based on substantiated claims.[1] Other markets can impose different rules, so the approved legal and claims process remains a dependency.
The rest of this lesson is available once the Atlas is unlocked.