Most of you are going to be commuting home shortly, and if you’re like me, you have a strategy for dealing with heavy traffic. Here’s mine…

This goes back to Driver’s Ed class and the two things I actually remember from way back then.

I distinctly remember my teacher telling us that there were two things that predicted the likelihood of getting into an accident.

The first was how fast you were going – the slower, the better. The second was the distance you were from the car in front of you and in back of you – the farther, the better.

In other words, find a pocket where you can go the speed limit but not be bumper-to-bumper with other vehicles.

What does this have to do with marketing?

Last week, I gave you a way to spy on your competitor’s Facebook ads.

But there’s more to competition research than just that.

The goal is to find the pocket that they aren’t occupying and fill it.

There’s just one catch.

You have to know which pockets to look for to be effective.