The SaaS Remarkability Architect | Turning 'Just Another SaaS' Into 'The Only Choice' | Author of The Remarkable Effect
B2B SaaS founder yesterday: "Our differentiation has faded…" It's more common than you think. But all is solvable. Here are the exact 5 steps I took at Unit4, opposite to our competitors: 1 - Zoom into the customers that had become our biggest fans. 2 - Understand what they loved about our product, unlike other customers. 3 - Crystalized what value that created for them, unlike other customers. 4 - Figured out why doing nothing was not an option for them, unlike other customers, 5 - Rewrote our value proposition to communicate this in the clearest possible way. What happened? We attracted more fans, and competitors started to qualify out of deals when they realized we were in. So, I productized it and now use it with all my customers. Remember: If you want to start winning 8 out of 10 deals without giving a discount, you need to do something completely opposite from everybody else. Steal this strategy now, and laugh at all your competitors later. I’m cheering for you.
Great takes! As with product-market fit, differentiation is a dynamic and moving target. Nice steps to help refocus
Love it!
Great post Ton - I’d argue that market-product fit (rather than product-market fit) is almost as important. You can be great at differentiating, but if you’re not keeping up with the changes in the market, your timing will be off and no one will need your solution 👌
Sometimes, you need someone to walk you through a framework, a proven process, to help you find those differentiators. Specially someone who has gone through the process, has figured it out, and has already used it with others to get those clarity. I've hired people in the past to help me...and it has payed dividends for a long time to come. Ton Dobbe 🔆