You might have heard of them. Often attributed to Warren Buffett, who is believed to have coined the term 'moat'. A moat is the ability for a product or company to maintain a competitive advantage and fend off competition to maintain profitability into the future.

Perceptual Mapping is perhaps one of my favourite competitive analysis and Product Positioning tools. Product positioning as defining where your product fits in the market relative to its competitors as it is perceived by your customers.