This next step involves looking at pre-existing ideas and executions created by peers, mentors, heros, and/or competitors. Competitive Analysis identifies the strengths and weaknesses of those existing designs. When performing this research we reveal gaps which still need to be filled and shortcomings which should be met through the design solution(s) we offer to our client. The ability to study what others have designed for the same (or similar) problem lends a sizable advantage, since a great deal can be learned from their successes and failures.