A newsletter for B2B SaaS founders and marketers who don't want the curse of knowledge to mess with their messaging.
Positioning needs a new definition in this world
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Hi Reader, For [target audience], [your product/service/brand] is a [category] that [key benefit / main reason to believe], unlike [primary competitor or alternative], we [unique differentiator]. In fact, most positioning frameworks are designed to solve for the above blanks. But these blanks don't answer the buyer's "why should I care". As categories grow more crowded and complex, positioning will have to upgrade from being a statement to an argument. You get there by owning a point of view (that aligns with your differentiators & value props). (Example: Steve Jobs: “The people who are crazy enough to think they can change the world are the ones who do.”) Nailing your point of view doesn't happen in a day. But the first step is to start thinking about it. And I hope this email makes you do that! |
Silky Agarwal
A newsletter for B2B SaaS founders and marketers who don't want the curse of knowledge to mess with their messaging.
Hi Reader, Sales… That’s what we want to improve right? Solution? Sales conversations! Whenever I am unable to interview a client’s customers first hand, I rely on sales call recordings. To surface answers such as: what buyers care or not care about how do they verbalize their problem and solution what do they fear or worry about Yes, you can call them jobs-to-be-done insights. …but mined in a more passive way. Are you recording your sales calls? If not, it’s never too late to start. If yes,...
hi Reader,Buyer asks you: “Why you?”You send this:Feature A: You✅, Competitor❌Feature B: You✅, Competitor❌Feature C: You✅, Competitor❌Meanwhile, your competitors send this:Feature P: You❌, Competitor✅ Feature Q: You❌, Competitor✅ Feature R: You❌, Competitor✅Feature S: You❌, Competitor✅Feature T: You❌, Competitor✅What is the buyer supposed to do??How are they to know how one differentiator of yours > 10 differentiators of your competitors?Thus arises the need to "differentiate the...
hi Reader,there are games you can play, but not win.(like a tech solution for healthcare that is HIPAA compliant but doesn't beat other compliant providers on capabilities for the healthcare vertical)then there are games you can win, but not play!(like a tech solution for managing solar-powered EV chargers that has no competitors in India, but also no adopters for it)identifying a game you can play is your GTM strategyidentifying a game you can win is your positioning strategyalone they are...