Newsletter · 12 min read

How to differentiate your product

Anthony Pierri · Growth Unhinged Free Intermediate

Gives you the four-part structure for positioning against an alternative (what they use now, what is wrong with it, your different approach, why that is better) and the rule to pick an enemy your buyer already resents.

• Positioning is two choices: who is the target segment, and what is the differentiation.
• Differentiation has four parts: the competitive alternative, its problem, how you do it differently, and why that is better.
• In an immature segment your real competitor is a process or an ill-equipped tool, not another vendor.
• Slack positioned against email, not GChat; picking GChat would have made the addressable market far smaller.