"What Would Customers Do Without You?"

This is the most important question to ask when you are trying to identify your true Competitive Alternatives. The answer to this question will reveal how your customers see the world and what they consider to be the real alternatives to your solution.

The answer may not be what you expect. It could be:

• A direct competitor: "We would use [competitor's product]."
• A different category of tool: "We would use a spreadsheet."
• A manual process: "We would hire an intern to do it."
• Nothing at all: "We would just live with the problem."

By asking this question, you can move beyond your own assumptions about the competitive landscape and get to the heart of how your customers make decisions.

This question should be a central part of your customer research and your positioning process. The answers you get will provide you with the foundation for a positioning that is customer-centric and grounded in reality.

Related Concepts:

• The Customer's Perspective on Competitors is What Matters
• Features are Only Unique in Relation to Alternatives
• Focus on Your Best Customers' Alternatives
• Competitive Alternatives