Rule — Frame competitor gaps as CLOSEABLE and STAGED, never as chasms

Rule: When the widget benchmarks against competitors, frame the gap as a closeable, staged climb. Avoid "you are far behind."

Why: Rogers & Feller 2016 (Rogers & Feller 2016 — upward social comparison to far-superior peers CAUSES quitting) — comparison to far-superior peers CAUSES quitting. Lateral/closeable comparisons motivate.

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."