Business Pitch Dictionary by pitch.dog
Competition, differentiation & moats · Working

Frame of reference

Also called: competitive frame

ELI5

The kind of thing customers think this offer is.

Used in conversation

“Changing the frame of reference changes the competitors.”

Definition

The category or comparison set within which customers understand and evaluate an offer.

Here “Frame of reference” means: The category or comparison set within which customers understand and evaluate an offer.

Pitch context

You will see “Frame of reference” in strategy decks, market analyses, business plans and planning workshops when the discussion reaches competition, differentiation & moats.

Why it matters: It helps a reader interpret competition, differentiation & moats without confusing the measure, decision, role or evidence being discussed.

Sources & evidence · 5

Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.