Published: 23 August 2023
Product leaders often focus inwardly on unique features and capabilities, making it hard for the buyers to realize the value of the solution. Establishing effective industry differentiation requires focus on industry-specific comparisons, value statements and primary alternatives to succeed.
Product leaders who do not clearly define the competition will force buyers to create their own comparison, which may create an inappropriate mismatch between perceived and actual differentiation.
Articulating a compelling reason to buy enables a provider to vigorously elaborate their product’s value against the comparison baseline.
Ignoring comparison attributes that create the differentiation between competitive alternatives results in irrelevant messaging, which hampers marketing and sales effectiveness.
A comprehensive statement of primary differentiation answers the three critical questions: Why do something? Why with you? And why now?
Product leaders developing positioning for their retail industry product planning and strategy should:
Define their
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