With Airtable, you can essentially create whatever enterprise software you want. It makes it easier for everyone to be a programmer. One way we've used Airtable is to create a comprehensive competitive database (the redacted version of which you can see here).
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To get a better sense of the broader market landscape, we keep a detailed list of specific "incidents" involving competitors. We have one table that lists all the companies, and then another table that has individual incidents where that company came up—for example, perhaps a customer mentioned them, or they were in the press.