⛰️ What Does Your Product Replace?

Understand what a customer might replace you with in order to understand how they categorize your solution.

Product creators often fall into the trap of thinking there is only one way to position an offering, and that we have no ability to shift that contextual frame of reference, especially after we have released it to market. We set out to build something (a new dessert or a new way of doing email, for example) and then almost unconsciously position ou

where the customer has already bought the product, we need to ensure the customers will choose to use the new feature or new design.

You need to make clear to everyone involved that a technology shift is under way here and that old solutions simply cannot hope to keep up. Trade magazines on their best day cannot be interactive. Direct mail programs on their best day cannot catch me at the golf course. General agents on their best day cannot provide round-the-clock answers to con

Switching from whatever product or solution they use today has a real cost, so your solution doesn’t just have to be better — it has to be so much better it’s worth the effort to switch.