What's your filter for distinguishing real market signals from noise?

It's so easy to panic when a competitor launches a flashy update but half the time their own users don't even end up using it.

I usually ignore rival product moves unless our sales calls start repeatedly bringing up the exact same gap in our tool. Paying too much attention to others makes you build a reactive product instead of a distinct one.

Do you set up formal criteria for your team or is it more of a manual judgment call each time?