{"id":2088,"slug":"rule-frame-competitor-gap-as-closeable","title":"Rule — Frame competitor gaps as CLOSEABLE and STAGED, never as chasms","kind":"rule","scope":"business","status":"current","audiences":["kevin","candid-team"],"topics":["fear-appeal-efficacy-pairing"],"reference_body":"**Rule:** When the widget benchmarks against competitors, frame the gap as a closeable, staged climb. Avoid \"you are far behind.\"\n\n**Why:** Rogers & Feller 2016 ([[rogers-feller-2016-discouragement-by-peers]]) — comparison to far-superior peers CAUSES quitting. Lateral/closeable comparisons motivate.\n\n**How to apply:** \"Your top competitor has 200 reviews; you have 15. Closing that gap is roughly 6 months at a healthy review-velocity pace.\" NOT \"You're 13x behind your competitor.\"","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"rogers-feller-2016-discouragement-by-peers","title":"Rogers & Feller 2016 — upward social comparison to far-superior peers CAUSES quitting","kind":"reference","scope":"business","link_type":"depends-on"}],"incoming":[{"slug":"research-brief-smb-widget-presenting-tiers-june-2026","title":"Research brief: SMB widget presentation layer — tiered results without overclaiming (June 2026)","kind":"reference","scope":"business","link_type":"depends-on"}]},"created_at":"2026-06-23T19:16:03.498Z","updated_at":"2026-06-23T19:16:03.498Z"}