Own the story
Category design
When to create a category, when to win inside one, and how to name the problem so buyers pick you.
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Should we create a new category or just say we are a better version of something that already exists?
For almost everyone at the start, the answer is the existing category. April Dunford's own count is that around 90 percent of recently public tech ...
How do I write the one line that says what category we are in?
Write it as a comparison, not a description. The formula that works is simple: who it is for, what kind of thing it is, and why it beats the altern...
Buyers keep comparing us to a big incumbent. How do I even respond in a first call?
Do not dodge it and do not claim you beat them everywhere, because the buyer knows you do not and you lose credibility instantly. Name the incumben...
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