R3 — Where comparison is unavoidable, use a concrete NAMED competitor target

Rule: Never ask the owner to compare themselves to "competitors" abstractly. Always anchor comparison to a SPECIFIC, NAMED competitor target that the owner views live.

Why: The better-than-average effect SHRINKS when comparison targets are concrete rather than abstract (The concrete-target moderation — the design lever against overplacement). Abstract framing ("how do you compare to competitors") triggers maximum overplacement; "compare to your biggest competitor whose GBP you are now looking at" pulls a calibrated answer.

How to apply: "Pick your single biggest competitor. Look at their Google profile. Do they have more reviews than you, about the same, or fewer?" — name elicits concrete, GBP open elicits observation, comparison is direct not abstract.