by Lenny Rachitsky (Host) & All-Star Guests
A five-step process derived by April Dunford that anchors positioning in reality by first acknowledging what the customer would use if your product didn't exist.
Core Principles
- 1.Step 1: Identify Competitive Alternatives. List what you have to beat to win the deal, including the 'Status Quo' (Excel, interns, pen & paper) and the 'Shortlist' of direct competitors.
- 2.Step 2: Isolate Unique Capabilities. List feature/function capabilities you have that the alternatives lack.
- 3.Step 3: Translate to Value. Map every unique capability to a 'So What?' customer benefit to create value buckets.
- +2 more...
"In B2B we lose about 40% of our deals to 'No decision,' which actually means we lost to the spreadsheet."