Most marketers (and founders) like to do competitive analysis and follow the leader.
The natural instinct is to check what’s working for the competition and then try to outdo them.
They try to be “cheaper” or “faster” than their competitor.
The problem with this approach is – that once the market believes in someone else’s story, convincing them that you are “better” than your competitor is the same as convincing them they were wrong in believing your competitor’s story.
And nobody likes to admit that they’re wrong.
Instead, the better approach is – you tell a different story.
You convince the market that your story is more “relevant” to their new evolving and future needs than the story they currently believe.
That way, you are not telling them that they were wrong.
You are just telling them that the world has evolved now.
And it’s time to re-evaluate their needs.
If your competition is selling the story of “visibility”, you sell the story of “productivity”.
If they sell the story of “intelligence”, you sell the story of “collaboration”.
If they sell the story of “best-of-breed”, you sell the story of “all-in-one”.
You get the idea.
You need to tell a new story, that’s relevant to their new world.