Hi Reader,It is quite easy to identify self-obsessed positioning from customer-obsessed positioning.1️⃣ Self-obsessed positioning says "our product is unique".Customer-obsessed positioning says "your problems are unique".2️⃣ Self-obsessed positioning says "we have better features".Customer-obsessed positioning says "we are a better fit".3️⃣ Self-obsessed positioning says "we do X, Y, Z".Customer-obsessed positioning says "you need A, B, C".Do you notice the subtle difference there????...

Hi Reader,Where does differentiation come from?Most people think it comes from the product.But product is largely just a bundle of features.Many would say it comes from comparing those features to competitors.But that would merely give you a list of differences.Some would say it comes from defining what those differences mean for customers.And when you do that, you may end up merely with a list of benefits.None of the above can help you differentiate in the true sense.True differentiation...

Hi Reader,Three concepts that effectively lie one inside the other, but are distinct...Positioning. Product marketing. Solution sales.I have seen many B2B SaaS founders struggle to pinpoint where one thing ends and the other begins. Knowing the distinctions is important because each solves a slightly different problem, though they all work together to help you make the sale.Positioning helps you differentiate value - and helps buyers eliminate options.Product marketing helps you create...