Don’t race to differentiate against competitors if you haven’t figured out a problem worth solving

Don’t race to differentiate against competitors if you haven’t figured out a problem worth solving

Status
Posted
Published Date
AI custom autofill
The character count of the page, including spaces, is 858.
Tags
Created time
Mar 6, 2024 4:01 PM

✋ Don’t race to differentiate until your buyer has a problem worth solving.

As PMMs, when we think positioning we often focus purely on differentiation.

Why our product is better than the competition.

But we often forget to ask whether our buyer has a problem they’re motivated *enough* to solve.

After all, positioning answers the question "how are you the best at solving a specific PROBLEM for a specific group of people."

We know that the majority of opportunities are lost to no decision (40-60%) — which means that staying the way things are is easier and less risky than changing.

AKA the problem isn’t bad enough.

So, before you put all of your time and effort into differentiating against your competitors, first make sure that your buyers understand they have a problem worth solving.

Jen, Kaylee, Mark and I had a chance to dig into this topic and more in the latest episode of The Proof Point, a new podcast from UserEvidence.

Watch it wherever you get your podcasts.