Features are Only Unique in Relation to Alternatives

The uniqueness and value of your product's features are not inherent properties. They are always perceived by customers in relation to the Competitive Alternatives they are considering.

A feature that you think is groundbreaking may be seen as table stakes by a customer who is used to a different set of tools. A feature that you consider to be a minor improvement may be a game-changer for a customer who is currently using a manual process.

This is why it's so important to understand your true competitive alternatives from the customer's perspective. Without this understanding, you can't know which of your features are truly unique and valuable.

For example, if you are building a new project management tool, you might be focused on competing with other project management tools. But if your customers are currently using spreadsheets to manage their projects, your "unique" features should be framed in terms of how they are better than a spreadsheet, not just how they are better than another project management tool.

By understanding the alternatives that your customers are considering, you can highlight the features that will be most meaningful to them and create a positioning that is truly differentiated.

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