How to Stand Out When You're Not Better but Different
If you are a company that has a new product, you should focus on how your product can be different from your competitors'. This will make it easier for customers to spot your product and decide whether they want to buy it or not—or most importantly how you solve a problem they have in a way provided by no other.
When companies go big it is great! I still remember my first experience at CitySearch.com in the dot.com boom. We went for a couple of folks charging people $50 a month to put their business on “the Internet” to be a bustling office full of energy, excitement and amazing growth metrics in a few months. It was fantastic!
But scale comes at a cost. More people to serve. More issues to manage. Edge cases to close and customers to keep happy. Keeping all those plates spinning means there’s spaces the main players can’t serve, won’t serve or can’t see because their focus is eaten up by everything they have going on.
The trick for new players to the game is not to try to copy, out compete or beat those that are winning at that moment. It’s to ask the question: what are they missing, who are they leaving behind, not helping or not truly connecting with the job a specific group needs done.
Think how Trello made task management so easy that Atlassian had no choice but to buy them. Their product wasn’t more scalable, secure or sophisticated. It simply made capturing what needed to be done easy, quick and good enough to get started.
Think how Square made swiping credit cards fun for small retailers. Plug a mini device into your mobile device and you’re up and running. Square highlighted how PayPal, Visa and Mastercard was a clunky, expensive offering even for serious businesses. They started with side hustlers, market makers and small retailers yet continue to flourish.
The ability to tune into the truly deep human need and address it differently is an art of great product management. If you’ve seen it, you’ve talked about it. You even tell your friends about it when you experience it.
So I’m here to remind you that you can develop it, and build businesses to serve those special needs not by being better. But by being different—and win big along the way.
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