Top 5 sights on the road less travelled – Asuncion

For a road less travelled, explore some of Asunción’s hidden gems and unique local experiences beyond the main tourist routes:

Nature & Wildlife Experiences

  • Go birding or take a river boat tour: Instead of just strolling the Costanera, take a Paraguay River Nature and Wildlife Boat Tour from Asunción. This allows you to explore wetlands and riverbanks and spot abundant bird species and capuchin monkeys in the nearby Botanical Garden’s forest remnant.
  • Hike to Salto Cristal (Crystal Waterfall): Venture on a day trip to Salto Cristal, a lesser-known, nearly untouched waterfall with natural pools for swimming. It involves a scenic journey and a descent through the jungle, offering a serene nature experience away from the city. 

Unique Cultural Immersion

  • Explore the Cementerio de la Recoleta: Known for its elaborate mausoleums and beautifully designed tombs, this cemetery offers a fascinating glimpse into the city’s history and the wealth of its elite, providing a unique architectural and cultural experience.
  • Visit a local town like Areguá or Luque: Take a short trip to nearby towns like Areguá (known as the “City of Strawberries and Art”) to see artisan markets and pottery workshops, or Luque (the “Capital of Filigree”) to watch local craftspeople work. These trips provide a genuine taste of local life outside the capital’s centre.
  • Attend a local football match: Experience the passion of Paraguayan culture firsthand by attending a match at one of Asunción’s stadiums, such as Estadio Defensores del Chaco. The lively atmosphere and local traditions (like enjoying chipa and a drink) offer a non-touristy immersion into local life. 

First Dig Two Graves

A sequel to “The Devil You Don’t”

Revenge is a dish best served cold – or preferably so when everything goes right

Of course, it rarely does, as Alistair, Zoe’s handler, discovers to his peril. Enter a wildcard, John, and whatever Alistair’s plan for dealing with Zoe was dies with him.

It leaves Zoe in completely unfamiliar territory.

John’s idyllic romance with a woman who is utterly out of his comfort zone is on borrowed time. She is still trying to reconcile her ambivalence after being so indifferent for so long.

They agree to take a break, during which she disappears. John, thinking she has left without saying goodbye, refuses to accept the inevitable and calls on an old friend for help in finding her.

After the mayhem and being briefly reunited, she recognises an inevitable truth: there is a price to pay for taking out Alistair; she must leave and find them first, and he would be wise to keep a low profile.

But keeping a low profile just isn’t possible, and enlisting another friend, a private detective and his sister, a deft computer hacker, they track her to the border between Austria and Hungary.

What John doesn’t realise is that another enemy is tracking him to find her too. It could have been a grand tour of Europe. Instead, it becomes a race against time before enemies old and new converge for what will be an inevitable showdown.

Top 5 sights on the road less travelled – Montevideo

For a road less travelled, explore some of Montevideo’s hidden gems and unique local experiences beyond the main tourist routes:

Unique Local Exploration

  • Experience Candombe in Palermo or Barrio Sur: Instead of a formal show, witness the authentic candombe music and dance that originates from the descendants of liberated African slaves, recognised by UNESCO as intangible cultural heritage. This is often performed in the streets of the Palermo and Barrio Sur neighbourhoods on Sunday evenings.
  • Winery Day Trip in Canelones: Venture outside the city to the surrounding Canelones region, known for its wineries and vineyards. Explore local, family-owned bodegas like Bodega Spinoglio or Pizzorno Family Estates for a tour and tasting of the local Tannat wine, offering a more intimate experience than city-centre wine bars.
  • Discover the Castillo Pittamiglio: Explore this unique architectural landmark, also known as the “Alchemist’s Castle”, a building with an eclectic mix of styles (Gothic, Art Nouveau, etc.) built by an eccentric architect. It offers guided tours and a fascinating, slightly mysterious history, distinct from the city’s neoclassical buildings.
  • Browse the Feria de Tristán Narvaja: Skip the standard souvenir shops and visit this large, vibrant street market on Sunday mornings in the Cordón neighbourhood. You can find everything from antiques and second-hand books to local crafts, fresh produce, and unique oddities, providing a genuine slice of local life.
  • Visit the Jardín Botánico: For a peaceful natural escape, the Montevideo Botanical Garden in the Prado neighbourhood is a serene urban oasis. It features diverse plant species, walking trails, and a Japanese garden, and is a great spot to enjoy a quiet picnic or read a book, largely frequented by locals. 

365 Days of writing, 2026 – Beyond the second novel

Creating a dynasty

Crafting Epic Bloodlines: How to Use Real Genealogy to Build a Multi-Generation Book Series

How to Build a Book Dynasty Series Using Real Genealogy Meta Description: Writing a multi-generation book series? Discover how studying real family trees and genealogy can help you plot realistic time intervals, family dynamics, and historical ties.

When you set out to write a book series that spans generations—whether it’s a sweeping historical epic, a multigenerational sci-fi saga, or a sprawling fantasy family curse—you aren’t just plotting a story. You are playing the role of God, historian, and architect rolled into one.

You have to create a dynasty.

And building a believable, breathing dynasty is harder than it looks. It’s easy to fall into the trap of treating descendants like interchangeable action figures, or worse, messing up the timeline so drastically that a grandmother and granddaughter end up looking like college roommates.

So, how do you fix this? Where do you find the blueprint for generational momentum?

The secret weapon hiding in plain sight is genealogy. By studying real family trees—especially your own ancestry—you can unlock the secret rhythms of time, inheritance, and human connection that will make your fictional dynasty feel startlingly real.

Here is how to use real genealogy as a masterclass in world-building for your next multi-novel series.


1. Stealing Time: Mapping Realistic Intervals

One of the biggest pitfalls in writing a multi-generational series is temporal whiplash. Authors often guess how time passes between generations, leading to biological impossibilities or unnatural pacing.

Real genealogy solves this by providing hard, empirical data on human biology and historical timelines.

  • The Math of Motherhood: Historically, women didn’t have children evenly spaced every ten years; generations often clustered tightly or stretched wide depending on war, famine, and economics. Look at your own family tree. Notice the average age at which women had their first child, and when the last child was born.
  • The “Generation Gap”: In the 19th century, a new generation might arrive every 20 to 25 years because people married and started families much younger. In modern times, that stretch often pushes past 30. Aligning your fictional timeline with realistic biological intervals prevents your characters from aging too fast—or suspiciously slow.
  • Leapfrogging Eras: Genealogy teaches you about overlap. Did a grandfather live long enough to meet his grandson, or did he pass away a decade before the child was even born? That gap creates built-in narrative tension: characters shaped by the ghosts of ancestors they never physically met.

2. Uncovering the Ties That Bind (and Break)

Real families are messy. When you look back at census records, immigration papers, and old wills, you start to see patterns of human behaviour that no plotting manual can teach you.

When building your fictional dynasty, ask yourself what historical forces are pulling your ancestors—and by extension, your characters—together or tearing them apart:

  • The Economics of Inheritance: Look at old property deeds or probate records. Who got the land? Who got cut out? Financial pressure is the engine of family drama. In your series, how does the passing of an estate change the power dynamics between siblings in Book 2 versus Book 4?
  • Forced Migration and Diaspora: Did your ancestors move across countries or continents? What triggered it? Was it a potato famine, a gold rush, or a shifting border? Use these real-world catalysts to drive your characters across your fictional map. A dynasty isn’t born in a vacuum; it is shaped by geography and displacement.
  • The Black Sheep and Forgotten Branches: Every family tree has a branch that simply disappears from the records—someone who ran away to sea, changed their last name, or was disowned. These historical mysteries are goldmines for fiction. In a multi-novel series, a “lost” ancestor from Book 1 can become the inciting incident or the mysterious benefactor in Book 5.

3. Genetics, Culture, and the “Ghost” of the Ancestor

In a long-running book series, characters need to feel like they belong to the same lineage, even if they never share a page together. Genealogy gives you the tools to weave cultural and genetic DNA through your cast.

  • Recurring Naming Conventions: Look at real family trees, and you’ll notice names recycling every generation—the eldest son is always a Thomas, or middle daughters are named after grandmothers. Doing this in fiction creates an immediate subconscious link for the reader. When Book 3 features a fierce, rebellious character named Elinor II, the reader instantly remembers the original Elinor from the founding novel.
  • Generational Trauma and Triumph: Real-world genealogy often reveals overarching themes. One branch of the family might consistently marry into military families, while another works the land for centuries. Use these ancestral echoes in your writing. If the founding patriarch was a liar and a cheat, how does that “stain” manifest in the great-great-granddaughter three books down the line? Is she desperately trying to overcompensate, or is it in her blood?

How to Start Your Research (Even If You Aren’t Writing Historical Fiction)

You might be thinking: “My series is high fantasy with dragons; how does my great-grandfather’s immigration record help me?”

The setting changes, but the human element does not.

  1. Build a Fictional Family Tree First: Before you write a single chapter of Book 1, map out four or five generations of your dynasty. Use genealogy software (like Ancestry, Scrivener’s corkboard, or even a giant piece of butcher paper) to track births, deaths, marriages, and major life events.
  2. Consult Your Own Past: Pull up your own family tree or talk to older relatives. Ask them about the family lore. What was the biggest scandal? Who lost the family fortune? Who was the black sheep? Truth is almost always stranger—and more creatively inspiring—than fiction.
  3. Impose Historical Pressure Points: Just as real families had to navigate wars, depressions, and industrial revolutions, your fictional families must navigate the magical equivalents: the breaking of a covenant, a shifting pantheon, an economic collapse driven by new technology, or a plague.

The Payoff: A Dynasty That Feels Alive

When readers invest in a multi-novel series, they want to feel the weight of history. They want to see how the choices made by a desperate ancestor in a dusty prologue ripple forward to alter the fate of a panicked descendant in the explosive finale.

By turning to genealogy—by studying how real people lived, loved, migrated, and died across the spans of time—you stop guessing. You start building a bloodline that feels heavy, authentic, and utterly unforgettable.

Now, open up your family tree, look at the gaps in the timeline, and start writing your epic.

Another excerpt from ‘Betrayal’; a work in progress

My next destination in the quest was the hotel we believed Anne Merriweather had stayed at.

I was, in a sense, flying blind because we had no concrete evidence she had been there, and the message she had left behind didn’t quite name the hotel or where Vladimir was going to take her.

Mindful of the fact that someone might have been following me, I checked to see if the person I’d assumed had followed me to Elizabeth’s apartment was still in place, but I couldn’t see him. Next, I made a mental note of seven different candidates and committed them to memory.

Then I set off to the hotel, hailing a taxi. There was the possibility that the cab driver was one of them, but perhaps I was slightly more paranoid than I should be. I’d been watching the queue, and there were two others before me.

The journey took about an hour, during which time I kept an eye out the back to see if anyone had been following us. If anyone was, I couldn’t see them.

I had the cab drop me off a block from the hotel and then spent the next hour doing a complete circuit of the block the hotel was on, checking the front and rear entrances, the cameras in place, and the siting of the driveway into the underground carpark. There was a camera over the entrance, and one we hadn’t checked for footage. I sent a text message to Fritz to look into it.

The hotel lobby was large and busy, which was exactly what you’d want if you wanted to come and go without standing out. It would be different later at night, but I could see her arriving about mid-afternoon, and anonymous among the clientele the hotel attracted.

I spent an hour sitting in various positions in the lobby simply observing. I had already ascertained where the elevator lobby for the rooms was, and the elevator down to the car park. Fortunately, it was not ‘guarded’, but there was a steady stream of concierge staff coming and going to the lower levels, and, just from time to time, guests.

Then, when there was a commotion at the front door, what seemed to be a collision of guests and free-wheeling bags, I saw one of the seven potential taggers sitting by the front door. Waiting for me to leave? Or were they wondering why I was spending so much time there?

Taking advantage of that confusion, I picked my moment to head for the elevators that went down to the car park, pressed the down button, and waited.

There was no car on the ground level, so I had to wait, watching, like several others, the guests untangling themselves at the entrance, and keeping an eye on my potential surveillance, still absorbed in the confusion.

The doors to the left car opened, and a concierge stepped out, gave me a quick look, then headed back to his desk. I stepped into the car, pressed the first level down, the level I expected cars to arrive on, and waited what seemed like a long time for the doors to close.

As they did, I was expecting to see a hand poke through the gap, a latecomer. Nothing happened, and I put it down to a television moment.

There were three basement levels, and for a moment, I let my imagination run wild and considered the possibility that there were more levels. Of course, there was no indication on the control panel that there were any other floors, and I’d yet to see anything like it in reality.

With a shake of my head to return to reality, the car arrived, the doors opened, and I stepped out.

A car pulled up, and the driver stepped out, went around to the rear of his car, and pulled out a case. I half expected him to throw me the keys, but the instant glance he gave me told him he was not the concierge, and instead he brushed past me like I wasn’t there.

He bashed the up button several times impatiently and cursed when the doors didn’t open immediately. Not a happy man.

Another car drove past on its way down to a lower level.

I looked up and saw the CCTV camera, pointing towards the entrance, visible in the distance. A gate that lifted up was just about back in position, then clunked when it finally closed. The footage from the camera would not prove much, even if it had been working, because it didn’t cover the lift lobby, only what was in the direction of the car entrance.

The doors to the other elevator car opened, and a man in a suit stepped out.

“Can I help you, sir? You seem lost.”

Security, or something else. “It seems that way. I went to the elevator lobby, got in, and it went down rather than up. I must have been in the wrong place.”

“Lost it is, then, sir.” I could hear the contempt for Americans in his tone. “If you will accompany me, please.”

He put out a hand ready to guide me back into the elevator. I was only too happy to oblige him. There had been a sign near the button panel that said the basement levels were only to be accessed by the guests.

Once inside, he turned a key and pressed the lobby button. The doors closed, and we went up. He stood, facing the door, not speaking. A few seconds later, he was ushering me out to the lobby.

“Now, sir, if you are a guest…”

“Actually, I’m looking for one. She called me and said she would be staying in this hotel and to come down and visit her. I was trying to get to the sixth floor.”

“Good. Let’s go over to the desk and see what we can do for you.”

I followed him over to the reception desk, where he signalled one of the clerks, a young woman who looked and acted very efficiently, and told her of my request, but then remained to oversee the proceeding.

“Name of guest, sir?”

“Merriweather, Anne. I’m her brother, Alexander.” I reached into my coat pocket and pulled out my passport to prove that I was who I said I was. She glanced cursorily at it.

She typed the name into the computer, and then we waited a few seconds while it considered what to output. Then, she said, “That lady is not in the hotel, sir.”

Time to put on my best-confused look. “But she said she would be staying here for the week. I made a special trip to come here to see her.”

Another puzzled look from the clerk, then, “When did she call you?”

An interesting question to ask, and it set off a warning bell in my head. I couldn’t say today, it would have to be the day she was supposedly taken.

“Last Saturday, about four in the afternoon.”

Another look at the screen, then, “It appears she checked out Sunday morning. I’m afraid you have made a trip in vain.”

Indeed, I had. “Was she staying with anyone?”

I just managed to see the warning pass from the suited man to the clerk. I thought he had shown an interest when I mentioned the name, and now I had confirmation. He knew something about her disappearance. The trouble was, he wasn’t going to volunteer any information because he was more than just hotel security.

“No.”

“Odd,” I muttered. “I thought she told me she was staying with a man named Vladimir something or other. I’m not too good at pronouncing those Russian names. Are you sure?”

She didn’t look back at the screen. “Yes.”

“OK, now one thing I do know about staying in hotels is that you are required to ask guests with foreign passports their next destination, just in case they need to be found. Did she say where she was going next?” It was a long shot, but I thought I’d ask.

“Moscow. As I understand it, she lives in Moscow. That was the only address she gave us.”

I smiled. “Thank you. I know where that is. I probably should have gone there first.”

She didn’t answer; she didn’t have to, her expression did that perfectly.

The suited man spoke again, looking at the clerk. “Thank you.” He swivelled back to me. “I’m sorry we can’t help you.”

“No. You have more than you can know.”

“What was your name again, sir, just in case you still cannot find her?”

“Alexander Merriweather. Her brother. And if she is still missing, I will be posting a very large reward. At the moment, you can best contact me via the American Embassy.”

Money is always a great motivator, and that thoughtful expression on his face suggested he gave a moment’s thought to it.

I left him with that offer and left. If anything, the people who were holding her would know she had a brother, that her brother was looking for her, and equally that brother had money.

© Charles Heath – 2018-2025

What I learned about writing – The Doyen of Noir

What Raymond Chandler’s Life, Style, and Philip Marlowe Teach Us About Storytelling

When you think of classic American crime fiction, the name that instantly flickers to mind is Raymond Chandler – the heavyweight champion of hard‑boiled noir whose razor‑sharp prose still feels fresh after more than eighty years. Chandler didn’t just write detective stories; he invented a literary atmosphere that turned a gritty, rain‑slick Los Angeles into a character in its own right and gave us the unforgettable gumshoe Philip Marlowe.

But behind the sleek dialogues and smoky tavern scenes lay a life riddled with missteps, self‑destruction, and surprising twists. By digging into Chandler’s history, his flaws, and his unmistakable style, we can extract timeless lessons for writers, marketers, and anyone who wants to make an impact with words.


1. A Rocky Road to the Pen

MilestoneWhat HappenedWhy It Matters
Early Years (1888‑1912)Born in Chicago, moved to Colorado, a peripatetic childhood. Lost his mother at 12 and was sent to live with relatives in England.Early displacement instilled a sense of alienation that later seeped into his urban landscapes.
Oil‑Field Engineer (1912‑1932)Spent two decades drilling in Texas and Mexico, clashing with corporate bureaucracy and the harsh desert.The “outsider‑against‑system” mindset is a core theme in his novels.
World War I ServiceServed in the U.S. Army, briefly, then returned to the oil business.Experience with hierarchy and authority fed his scepticism of power.
The Downward Spiral (1932‑1934)The Great Depression wrecked the oil market; Chandler’s marriage collapsed. He turned to alcohol, gambling, and a series of odd jobs.The personal chaos sharpened his eye for the darker side of human nature—fuel for the noir aesthetic.
Breakthrough with The Big Sleep (1939)At 49, Chandler finally published his first novel, introducing Marlowe.Proved it’s never too late to start a successful second career.

Takeaway: Chandler’s path to literary fame wasn’t a straight line. It was a series of failures, relocations, and personal battles that forced him to confront his own darkness. For creators, this teaches that authentic storytelling often springs from lived adversity—the harder the journey, the richer the material.


2. The Signature Chandler Style

a. The “Hard‑Boiled” Voice

  • Economy of Language: Chandler favoured short, punchy sentences that carried weight.
    Example: “She was a cheap, cheap girl, and the cheapness rubbed off on the rest of us.”
  • Wry Similes & Metaphors: He turned ordinary observations into unforgettable images.
    Example: “He looked as if he’d been run over by a train and then dragged through a sandstorm.”
  • Moral Ambiguity: The lines between good and evil are blurred; even the hero has flaws.

b. Los Angeles as a Character

  • Concrete Details: From neon signs to desert highways, Chandler painted the city with a painter’s precision.
  • Atmospheric Consistency: Rain, fog, and darkness aren’t just weather—they’re mood setters that echo the protagonist’s inner turmoil.

c. Dialogue That Cuts

  • Witty Banter: Conversations feel like chess matches—each line a strategic move.
  • Understatement: Frequently, what isn’t said speaks louder than the spoken word.

Takeaway: Chandler’s style is a masterclass in restraint. He shows us that brevity, vivid imagery, and a strong sense of place can create a world that feels larger than the sum of its pages.


3. Philip Marlowe: The Archetype That Still Resonates

TraitHow Chandler Crafted ItModern Echo
World‑Weary CynicMarlowe narrates with a mix of sarcasm and weary empathy.Anti‑heroes in film/TV (e.g., Breaking BadThe Wire).
Moral CompassDespite his jaded outlook, Marlowe adheres to an internal code of honour.Brands that position themselves as “honest rebels” (e.g., Patagonia).
Lone WolfHe operates alone, sceptical of institutions.Freelance creatives, solopreneurs, and “maker” culture.
Sharp Observational SkillsHe notices the smallest details—a stray cigarette, a shaky handshake.Data‑driven marketers who derive insight from micro‑behaviors.

Marlowe’s lasting appeal lies in his human contradictions: tough yet tender, cynical yet idealistic. He’s a reminder that complex, flawed protagonists are far more compelling than flawless heroes.


4. What We Can Learn From Chandler’s Legacy

1. Embrace Your “Not‑So‑Great” Past

  • Your setbacks are a goldmine for narrative tension. Chandler turned his own bitterness into a voice that resonated with millions.
  • Practical tip: Keep a “failure journal.” Record moments that felt humiliating or painful; later, mine them for raw material.

2. Cultivate a Distinct Atmosphere

  • Whether you’re writing a novel or drafting a brand story, the setting is a silent storyteller.
  • Practical tip: Before writing, create a sensory map: list five smells, three sounds, and two visual motifs that define your world.

3. Write With the Economy of a Detective’s Pistol

  • Every word should earn its place. Trim the fluff, sharpen the similes, and let subtext do the heavy lifting.
  • Exercise: Take a paragraph you love and rewrite it using 30% fewer words without losing meaning.

4. Give Your Hero a Moral Compass, Even If It’s Bent

  • Audiences crave characters who stand for something, even if that something is a personal code that defies society.
  • Implementation: Define your protagonist’s “one rule they’ll never break” and let it guide every decision.

5. Let Dialogue Do the Detective Work

  • Bad dialogue is a dead giveaway of lazy writing. Let characters reveal plot, personality, and tension through how they speak—not just what they say.
  • Practice: Write a scene where two characters talk about a crime without mentioning the word “crime” at all.

5. Bringing It All Home: Your Own Noir Blueprint

StepActionOutcome
1. Harvest Personal GritList three moments of personal failure.Source of authentic conflict.
2. Choose a “City”Identify a physical or metaphorical setting that mirrors your theme.Creates immersive atmosphere.
3. Define the Hero’s CodeWrite a one‑sentence creed for your protagonist.Anchors moral ambiguity.
4. Draft with a “Marlowe Lens”Write every scene as if you’re a detective observing details.Boosts vividness and tension.
5. Polish for PunchCut words, sharpen similes, test dialogue for subtext.Delivers Chandler‑style impact.

Final Thoughts

Raymond Chandler’s journey from oil‑field engineer to the reigning monarch of noir proves that a writer’s personal turbulence can become a powerhouse of creativity. His blend of hard‑boiled prose, atmospheric detail, and a morally complex hero continues to shape everything from modern crime thrillers to brand narratives that crave authenticity.

If you can channel Chandler’s willingness to stare into his own darkness, harness it into a distinctive voice, and give your audience a world they can see, smell, and feel, you’ll not just write a story—you’ll craft an experience that endures.

Take a page from the master: own your scars, paint your city, and let your protagonist walk the line between the shadows and the light. The result? A story that, like Chandler’s, never truly fades.

365 Days of Writing, 2026 – 219

Day 219 – Writers must read

Study the Competition So You Can Beat Them: The Ultimate Guide to Competitive Intelligence

In the world of business, going in blind is a recipe for failure. Whether you are launching a startup, running an established e-commerce store, or creating content, you cannot operate in a vacuum.

If your goal is to grow your market share, increase conversions, and ultimately win, you need to know who you are up against. As the ancient military strategist Sun Tzu wrote in The Art of War“If you know the enemy and know yourself, you need not fear the result of a hundred battles.”

In modern business, we call this competitive intelligence.

Studying your competition isn’t about copying what they do—in fact, that’s a surefire way to blend in instead of stand out. Instead, it’s about analysing their strengths, exploiting their weaknesses, and finding the gaps in the market that they are leaving wide open.

Here is a step-by-step masterclass on how to study your competition so you can beat them at their own game.


Step 1: Identify Who Your Real Competitors Are

Before you can study your rivals, you need to know who they actually are. Many business owners make the mistake of only looking at direct competitors. To get a true edge, you need to look at three distinct categories:

  1. Direct Competitors: These are businesses offering the same product or service to the same target audience. (e.g., Coca-Cola and Pepsi).
  2. Indirect Competitors: These offer different products or services, but they solve the same customer problem. (e.g., If you sell movie tickets, your indirect competitor might be a streaming service like Netflix).
  3. Aspirational/Future Competitors: These are the industry leaders or disruptors who might not be targeting you today, but whose business models you want to emulate or eventually overtake.

Action Item: Make a list of your top 5 direct competitors and top 3 indirect competitors. These will be the focus of your analysis.


Step 2: Reverse-Engineer Their Digital Presence

Once you know who you are tracking, it’s time to put on your detective hat. The internet makes it easier than ever to audit your competitors’ strategies. Here is where you should look:

1. Analyse Their Website and User Experience (UX)

Go through your competitor’s website as if you were a customer.

  • How easy is it to navigate?
  • What is their value proposition? (What do they claim makes them special right on their homepage?)
  • What does their checkout or conversion funnel look like? Where do they friction points exist?

2. Audit Their SEO and Content Strategy

Organic traffic is gold. Use tools like Ahrefs, SEMrush, or Ubersuggest to see what your competitors are doing right in search engines:

  • What keywords are they ranking for?
  • Which of their blog posts or landing pages get the most organic traffic?
  • Where are they getting their backlinks from?

3. Monitor Their Social Media and Paid Ads

Look at how they communicate with their audience.

  • Organic Social: Which platforms are they most active on? What kind of content gets the most engagement (videos, carousels, memes, case studies)?
  • Paid Ads: Use tools like the Meta Ad Library and the Google Ads Transparency Centre to see what ads your competitors are currently running. What offers are they promoting? What angles are they using in their ad copy?

Step 3: Read Their Customer Reviews (The Goldmine)

This is perhaps the most powerful—and underutilised—tactic in competitive intelligence. Your competitors’ customer reviews are a roadmap to their weaknesses.

Go to platforms like Trustpilot, G2, Amazon, Google Business Profile, and Yelp, and look specifically at the 1-star, 2-star, and 3-star reviews of your competitors.

Ask yourself:

  • What are customers constantly complaining about? (e.g., “Poor customer service,” “Shipping takes too long,” “The software is too buggy”).
  • What did they wish the product did that it currently doesn’t?

How to use this to win: Take the exact complaints your competitors’ customers have and make them your core selling propositions. If your competitor’s customers hate their slow support, build your brand around 24/7, lightning-fast customer service.


Step 4: Conduct a SWOT Analysis

Now that you’ve gathered data on your competitors’ products, marketing, and customer feedback, it’s time to synthesise it. Create a SWOT Analysis for your top competitors, mapping out their:

  • Strengths: What are they exceptionally good at? (e.g., massive budget, strong brand recognition).
  • Weaknesses: Where do they fall short? (e.g., poor mobile UX, lack of personalisation).
  • Opportunities: What market trends are they ignoring that you can capitalise on?
  • Threats: What external factors could hurt them (and potentially affect you)?

By comparing their SWOT analysis to your own, you will clearly see your “Unique Value Proposition” (UVP)—the exact reason why a customer should choose you over them.


Step 5: Innovate, Don’t Imitate

The biggest trap in studying your competition is falling into the copycat syndrome.

If you simply mimic what your competitors are doing, you will always be one step behind. They set the rules of the game, and you are just following them.

Instead, use competitive intelligence to differentiate.

  • If everyone in your industry uses a formal, corporate tone, try being conversational, witty, and human.
  • If your competitors sell complex, bloated software, build a solution that is hyper-minimalist and user-friendly.
  • If they focus solely on features, focus on the transformation and emotional outcome your customer experiences.

Final Thoughts: Competitive Intelligence is a Continuous Process

Studying your competition is not a one-time task you check off your to-do list. Markets shift, algorithms change, and new startups emerge every single day.

Make competitive analysis a habit. Set aside an hour every month to check in on your top rivals, review their new ad campaigns, and see how their customer sentiment is shifting.

When you truly understand the battlefield, you stop reacting to what your competitors do—and start forcing them to react to you.

Top 5 sights on the road less travelled – Montevideo

For a road less travelled, explore some of Montevideo’s hidden gems and unique local experiences beyond the main tourist routes:

Unique Local Exploration

  • Experience Candombe in Palermo or Barrio Sur: Instead of a formal show, witness the authentic candombe music and dance that originates from the descendants of liberated African slaves, recognised by UNESCO as intangible cultural heritage. This is often performed in the streets of the Palermo and Barrio Sur neighbourhoods on Sunday evenings.
  • Winery Day Trip in Canelones: Venture outside the city to the surrounding Canelones region, known for its wineries and vineyards. Explore local, family-owned bodegas like Bodega Spinoglio or Pizzorno Family Estates for a tour and tasting of the local Tannat wine, offering a more intimate experience than city-centre wine bars.
  • Discover the Castillo Pittamiglio: Explore this unique architectural landmark, also known as the “Alchemist’s Castle”, a building with an eclectic mix of styles (Gothic, Art Nouveau, etc.) built by an eccentric architect. It offers guided tours and a fascinating, slightly mysterious history, distinct from the city’s neoclassical buildings.
  • Browse the Feria de Tristán Narvaja: Skip the standard souvenir shops and visit this large, vibrant street market on Sunday mornings in the Cordón neighbourhood. You can find everything from antiques and second-hand books to local crafts, fresh produce, and unique oddities, providing a genuine slice of local life.
  • Visit the Jardín Botánico: For a peaceful natural escape, the Montevideo Botanical Garden in the Prado neighbourhood is a serene urban oasis. It features diverse plant species, walking trails, and a Japanese garden, and is a great spot to enjoy a quiet picnic or read a book, largely frequented by locals. 

Top 5 sights on the road less travelled – Quito

Quito, the capital of Ecuador, is located in the northern Andes Mountains, nestled in a valley on the slopes of the Pichincha volcano, about 25 miles south of the equator, making it one of the world’s highest capital cities at roughly 9,350 feet in elevation. 

  • Region: Sierra (Highlands) of Ecuador, part of the Andes mountain range.
  • Key Landmark: Situated on the Pichincha volcano‘s eastern slopes.
  • Equator: Very close to the Equator, with a monument marking the line just outside the city. 

Beyond Quito’s major landmarks, there are many unique, local experiences and attractions to explore. These include visiting bohemian neighbourhoods, a renowned pre-Columbian art museum, and local food markets. 

Alternative Cultural Experiences

  • Explore La Floresta: This bohemian neighbourhood is known for its vibrant street art, independent galleries, and hip cafes and restaurants. A popular spot is the indie cinema, Ocho y Medio, which screens avant-garde and foreign films.
  • Wander through La Ronda: This charming, narrow cobblestone street in the historic centre truly comes alive at sunset with local art galleries, artisan workshops (like coppersmiths and traditional hat makers), cafes, and live music.
  • Visit Museo Casa del Alabado: Located in the Old Town, this private museum houses an impressive and well-curated collection of pre-Columbian art and archaeological pieces, providing deep insight into Ecuador’s ancestral heritage.
  • Check out the street art: The La Floresta and La Mariscal neighbourhoods feature an evolving outdoor gallery of murals and graffiti that reflect contemporary social and political themes.
  • Experience local markets: For an authentic slice of daily life, visit the Mercado Central or Mercado Artesanal La Mariscal. The Central Market offers inexpensive, traditional Ecuadorian food (try the locro de papa or horno) and fresh juices, while the Artisan Market is perfect for shopping for handicrafts, textiles, and jewellery. 

365 Days of Writing, 2026 – 219

Day 219 – Writers must read

Study the Competition So You Can Beat Them: The Ultimate Guide to Competitive Intelligence

In the world of business, going in blind is a recipe for failure. Whether you are launching a startup, running an established e-commerce store, or creating content, you cannot operate in a vacuum.

If your goal is to grow your market share, increase conversions, and ultimately win, you need to know who you are up against. As the ancient military strategist Sun Tzu wrote in The Art of War“If you know the enemy and know yourself, you need not fear the result of a hundred battles.”

In modern business, we call this competitive intelligence.

Studying your competition isn’t about copying what they do—in fact, that’s a surefire way to blend in instead of stand out. Instead, it’s about analyzing their strengths, exploiting their weaknesses, and finding the gaps in the market that they are leaving wide open.

Here is a step-by-step masterclass on how to study your competition so you can beat them at their own game.


Step 1: Identify Who Your Real Competitors Are

Before you can study your rivals, you need to know who they actually are. Many business owners make the mistake of only looking at direct competitors. To get a true edge, you need to look at three distinct categories:

  1. Direct Competitors: These are businesses offering the same product or service to the same target audience. (e.g., Coca-Cola and Pepsi).
  2. Indirect Competitors: These offer different products or services, but they solve the same customer problem. (e.g., If you sell movie tickets, your indirect competitor might be a streaming service like Netflix).
  3. Aspirational/Future Competitors: These are the industry leaders or disruptors who might not be targeting you today, but whose business models you want to emulate or eventually overtake.

Action Item: Make a list of your top 5 direct competitors and top 3 indirect competitors. These will be the focus of your analysis.


Step 2: Reverse-Engineer Their Digital Presence

Once you know who you are tracking, it’s time to put on your detective hat. The internet makes it easier than ever to audit your competitors’ strategies. Here is where you should look:

1. Analyze Their Website and User Experience (UX)

Go through your competitor’s website as if you were a customer.

  • How easy is it to navigate?
  • What is their value proposition? (What do they claim makes them special right on their homepage?)
  • What does their checkout or conversion funnel look like? Where do they friction points exist?

2. Audit Their SEO and Content Strategy

Organic traffic is gold. Use tools like Ahrefs, SEMrush, or Ubersuggest to see what your competitors are doing right in search engines:

  • What keywords are they ranking for?
  • Which of their blog posts or landing pages get the most organic traffic?
  • Where are they getting their backlinks from?

3. Monitor Their Social Media and Paid Ads

Look at how they communicate with their audience.

  • Organic Social: Which platforms are they most active on? What kind of content gets the most engagement (videos, carousels, memes, case studies)?
  • Paid Ads: Use tools like the Meta Ad Library and the Google Ads Transparency Center to see what ads your competitors are currently running. What offers are they promoting? What angles are they using in their ad copy?

Step 3: Read Their Customer Reviews (The Goldmine)

This is perhaps the most powerful—and underutilized—tactic in competitive intelligence. Your competitors’ customer reviews are a roadmap to their weaknesses.

Go to platforms like Trustpilot, G2, Amazon, Google Business Profile, and Yelp, and look specifically at the 1-star, 2-star, and 3-star reviews of your competitors.

Ask yourself:

  • What are customers constantly complaining about? (e.g., “Poor customer service,” “Shipping takes too long,” “The software is too buggy”).
  • What did they wish the product did that it currently doesn’t?

How to use this to win: Take the exact complaints your competitors’ customers have and make them your core selling propositions. If your competitor’s customers hate their slow support, build your brand around 24/7, lightning-fast customer service.


Step 4: Conduct a SWOT Analysis

Now that you’ve gathered data on your competitors’ products, marketing, and customer feedback, it’s time to synthesize it. Create a SWOT Analysis for your top competitors, mapping out their:

  • Strengths: What are they exceptionally good at? (e.g., massive budget, strong brand recognition).
  • Weaknesses: Where do they fall short? (e.g., poor mobile UX, lack of personalization).
  • Opportunities: What market trends are they ignoring that you can capitalize on?
  • Threats: What external factors could hurt them (and potentially affect you)?

By comparing their SWOT analysis to your own, you will clearly see your “Unique Value Proposition” (UVP)—the exact reason why a customer should choose you over them.


Step 5: Innovate, Don’t Imitate

The biggest trap in studying your competition is falling into the copycat syndrome.

If you simply mimic what your competitors are doing, you will always be one step behind. They set the rules of the game, and you are just following them.

Instead, use competitive intelligence to differentiate.

  • If everyone in your industry uses a formal, corporate tone, try being conversational, witty, and human.
  • If your competitors sell complex, bloated software, build a solution that is hyper-minimalist and user-friendly.
  • If they focus solely on features, focus on the transformation and emotional outcome your customer experiences.

Final Thoughts: Competitive Intelligence is a Continuous Process

Studying your competition is not a one-time task you check off your to-do list. Markets shift, algorithms change, and new startups emerge every single day.

Make competitive analysis a habit. Set aside an hour every month to check in on your top rivals, review their new ad campaigns, and see how their customer sentiment is shifting.

When you truly understand the battlefield, you stop reacting to what your competitors do—and start forcing them to react to you.