Premature Differentiation Part 1
See the Premature Differentiation Video
“This positioning isn’t differentiated!”
I’ve heard this complaint dozens of times. Software’s a competitive business, and we all want to claim that what our product does is unique or at least better. And yes, at some point in the sales process you need to be able to explain why the customer should buy your stuff instead of someone elses. But does that mean that your points of difference should always be the first things you mention?
Hell no!
When and how much you focus on differentiation depends on what customers already know – both about the category of product you’re selling, and about your company in particular.