Standing out from the crowd

Chances are that you started your company because you saw a unique need in the market that no one else was addressing and/or you think you can solve a problem dramatically better than the exisiting solutions.

You did not start a company so you could be just like every other company out there.

Yet standing out from the crowd can be scary. There is a percieved safety in numbers — if your website talks about all the same things and uses exactly the same language as everyone else, no one can blame you if you fail.

But if you sound just like everyone else, why would any company choose to buy from you? Unless your product is the cheapest option, they won’t. And competing on price is rarely a good strategy.

Good positioning requires establishing how you are different and making it absolutely crystal clear to everyone who encounters your company in any way.

This can be scary. It can feel vulnerable. But ultimately it is the best way to drive growth, connect with the types of customers who will value your product and accelerate your sales.

###

But how does this all apply to positioning developer tools? Developers want to look under the hood at software products in a way that other professionals do not. That has positioning ramifications. I’m hosting a webinar on Thursday, July 1st at 10am PT about positioning tools for software engineers. Register here.