Quick answer: A comparison slide places the product against alternatives. There are two common forms: a feature table and a two-axis positioning chart. The form depends on the argument.

The feature table

Use a table when the comparison is about specific capabilities:

Capability Alternative Product
The first job Partial Yes
The second job Manual Automated
The pricing High Low
The target Enterprise The segment

Keep the table to four to six rows; more rows become unreadable. The facts must be accurate at the current date.

The two-axis chart

Use a two-axis chart when the argument is a position:

  • X axis: the first variable (e.g., ease vs. control).
  • Y axis: the second variable (e.g., price vs. capability).
  • The product and the alternatives placed on the chart.

The product should land in a real gap; the axes must be chosen before the product is placed.

The honest version

  • Give the alternatives their real strengths.
  • Give the product a real weakness; that's the target segment.
  • Include the substitute (the manual way or the spreadsheet).
  • Avoid claiming the product wins on every axis.

The investor competition slide applies the same rules for fundraising.

Design

  • The table is a simple grid with readable labels.
  • The chart labels the points clearly.
  • The product is marked with the accent color, once.
  • The slide states the segment where the product is the best choice.

What to avoid

  • The table with ten rows and tiny text.
  • The axes chosen to force an empty corner.
  • The competitor's current capabilities misstated.
  • The "we have no competitors" slide.
  • The unnamed competitor that's a straw man.

Frequently asked questions

Table or chart? Table for specific capabilities; chart for the position. Should the product be on the slide? Yes, in one place, clearly marked. How many alternatives? Two to four, including the substitute. Does the slide include pricing? A pricing row is common and useful.

Place the product honestly, name the segment it wins, and don't invent a corner.

Related guide: the slide design guide.

Building a comparison that stays honest

A comparison slide is credible when the dimensions are chosen up front and applied to every option in the same terms. Use a clear table or matrix, keep the labels short, and avoid stacking criteria that favor one side. Tie any numbers to a real source and state limits rather than implying a universal ranking. The reader should be able to see the basis of the comparison and make their own judgment.

Keeping the criteria balanced

Choose the dimensions before filling in any option and apply the same criteria to every side in identical terms, with short labels and numbers tied to a source. Avoid criteria designed to favor one answer, and state the limits of the comparison rather than implying a universal verdict. When the basis is visible and even, the reader can trust the slide and make their own judgment. A balanced matrix is more persuasive than a stacked one that an informed reader will dismiss.