Competitors vs Competitive Alternatives

Created: January 15, 2024
Updated: January 18, 2024

This is a little bit of buzzword contortionism but bear with me:

From the perspective of a customer:

  • Competitors (aka Direct Competitors) are businesses, tools, platform, or whatever that work in a very similar way to your business.
  • Competitive Alternatives (aka Indirect Competitors) are options that work in a totally different way from your business.


Marketers often overlook the full range of Competitive Alternatives because they get tunnel vision about Competitiors


  • April Dunford uses Competitive Alternatives in her blogs and phrasing