Hi Carlos - I actually agree completely with what you and Lucinda are saying. There is definitely such thing as analysis paralysis, and at some point, you need to do the trial and error on your own business and your own audience. And just because something works for your competitor(s) or their audience(s), doesn't mean it's necessarily perfect for you and yours. I think my point with this article was more showing aspiring entrepreneurs and marketers just how much they can do and learn about their competitors' marketing entirely for free (and that there's really no shortage of data out there available to us, even if we have to do a bit of firsthand investigative work to find it). But you're right, and too much observation in place of action isn't a great thing either. I just wouldn't want anyone to go in blind due to ignorance about the options out there, since you don't need to hire a marketing team to tell you what your competitors are doing.