By the time you read this, TikTok may have already vanished from U.S. app stores. ByteDance has until today, January 19th, to sell TikTok or trigger an unprecedented ban.

If enforced, the ban would remove TikTok from app stores, block desktop access, and prevent all future updates – eventually making the platform inoperable for its 170 million American users.

The Bigger Story

We’re about to witness the largest forced user migration in social media history.

And guess what? Meta (IG Reels) and YouTube (Shorts) stand ready with years of preparation, massive infrastructure, and deep pockets to absorb TikTok’s 170 million displaced users.

But, in my opinion, the winner won’t be decided by who has the most server capacity or marketing dollars.

It’ll come down to who can best replicate the hard-to-bottle elements of TikTok that make it so sticky:

• An eerily intuitive algorithm that drives 95% of TikTok’s watch time through personalized recommendations
  
  
• A search engine powerful enough to make Google nervous (40% of Gen Z now starts their searches on TikTok)
  
  
• Most crucially, the unique cultural dynamics that transformed casual scrolling into a $50B economy and niche communities into global movements

Why You Should Care

From a compete perspective, this forced migration reveals some unique insights about market disruption:

• Despite years of feature development and massive technical investments, Meta and YouTube haven’t captured TikTok’s audience – yet. It was RedNote (Xiaohongshu) who shot to #1 in App Store downloads last week.
  
  
• Feature parity ≠ product-market fit. Without understanding the deeper cultural resonance that drives platform adoption, technical capabilities and infrastructure mean little.
  
  
• If TikTok is part of your distribution strategy, you’re about to learn a painful lesson about building on rented land. Start planning your pivot now!

Let the race begin 🏁

Spreadsheets, software, PDFs, slide decks, and 12 open tabs — it’s a recipe for headaches and hold-ups.

Luckily, Klue lets you work smarter, not harder.

Get high-quality competitive insights in a fraction of the time, without all the clutter 👇

You wouldn’t build a house without strong foundations. The same goes for win-loss programs – skip the groundwork, and the whole thing could come crumbling down months down the line.

Last week on Coffee & Compete, Autodesk’s Senior CI Manager Dylan D’Urso shared his framework for setting up a win-loss program that lasts.

Start with Internal Stakeholder Discovery & Alignment

• Survey C-suite, product, sales, marketing, and CS leaders to identify their must-have insights before launching your program
• Have these stakeholders rank their personal win-loss priorities (product feedback vs. pricing insights)
• Document their existing beliefs about win/loss patterns
• Build the program alongside them, not just for them

Define Laser-Focused Research Objectives

• Zero in on 2-3 specific research objectives
• Frame questions with precision: “What drives enterprise buyers to choose Competitor X in EMEA deals?”
• Resist the temptation to answer every question at once
• More on building laser-focused learning objectives here

Choose the Right Deals

• Target late-stage evaluations
• Pick a single market segment or geography to start
• Prioritize deals that align with your learning objectives
• Pick deals where you believe you can actually get meaningful buyer feedback

The Big Takeaway

D’Urso emphasizes that win-loss success isn’t measured in interview volume—it’s measured in insight quality and business impact. His advice? Start narrow, generate compelling insights on targeted questions, and let the program’s value speak for itself.

📌 Go Deeper: Catch the full episode with Dylan for detailed examples of research objectives and stakeholder alignment below 👇

Want to know how others are running win-loss in their business? The strategic initiatives that they’re supporting? And the ways that they are integrating AI into their win-loss work?

Well, then you’re in luck.

We’re conducting the most comprehensive win-loss analysis study to date, but in order to deliver that to you… we need your expertise.

Share your insights by taking our survey below (it will only take five minutes!) and we’ll be sharing back the results with you in March 👇

Coffee & Compete Pod | Starting Your Win-Loss Program w/ Dylan D’Urso

We’re back! And we’re tackling one of your most requested topics: building a Win-Loss program from scratch. To guide us, we’ve brought in Dylan D’Urso, Senior CI Manager at Autodesk.

Positioning for Growth | How to STAND OUT in a Product Marketing Job Interview w/ Yi Lin Pei

Yi Lin shares insider tips on how to position yourself during PMM job interviews, drawing from her experience both as a hiring manager and successful candidate.

RECORDING: Power (Half) Hour | How to Build Internal Consensus On Your Competitive Tone

Learn how to align your entire org on competitor messaging with Klue’s Mara Konrad. You’ll leave with a framework you can implement right away.

UPCOMING: Power (Half) Hour | How to Build a Deal-Winning Battlecard with Josh Gladstone

Register for our next Power (Half) Hour on Wednesday, February 7, at 12:30 PM EST, where Josh Gladstone will share his proven framework for creating battlecards that actually help your sales team win deals.

Guess what?

We launched a BRAND NEW job board, and it’s built exclusively for compete pros like you.

🔍 For job seekers:

• Browse hundreds of curated competitive enablement roles
• Filter by location, salary, and remote options
• Get job alerts delivered to your inbox

📢 For employers:

• Post jobs completely free
• Boost listings to the top of the feed
• Track visitors 

Check it out below👇