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,What's the difference between positioning that looks great and positioning that works great?Should you create a category because you hate to blend in?Should you call a spade a spade because that's what customers understand?Is there a third way out?This week I break down the nuances that distinguish great positioning from the rest.- Average positioning is based on how you see your product (e.g. We are a Customer Lifecycle Cloud, not a CRM)- Good positioning is based on how your...

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...