🍎 Samsung take a swipe at 'AI'pple
🧊 Ice baths over meditation?
🍎 Samsung take a swipe at 'AI'pple
🏝️ How to actually land a win-loss interview
Adam ☕
What competitors should you position against?
The Fletch PMM crew joined Rowan and Morgan on the latest episode of The Marchitect which and did what they're known to do:
Sharing absolutely killer positioning tactics, templates, along with examples.
One that I can't help but share on here ahead of time is on how to position your solution against competitors at different stages of category maturity.
And what better example to use than the pseudo-craze of 2024 (which I'm fully addicted to)... ice baths! Here's three different stages, and how you should position.
1. Concept Awareness
Imagine it’s the early 2000s. The concept of ice baths is relatively unknown.
🥊 The competition: The alternative isn’t another product, but a different activity.
🧠 The positioning strategy: Educate the market about the activity itself.
🎬 Example: "Don't spend hours in mindfulness meditation to build mental toughness. Instead, try daily cold plunges for faster and more effective results in mental resilience."
2. Category Awareness
It’s the 2010s, influential figures are starting to popularize cold plunges.
🥊 The competition: Other methods or DIY solutions like cold showers.
🧠 The positioning strategy: Transition from education to convincing them the best way to engage this activity.
🎬 Example: "Why settle for a cold shower that's incapable of reaching the temperatures needed for optimal benefits? Discover our ice bath solutions, designed for perfect, controlled cold plunges."
3. Product Awareness
Fast forward to today. The market has a number of ice baths available.
🥊 The competition: Other existing ice baths in the market.
🧠 The positioning strategy: Directly compare your ice bath product with other similar products in terms of features, quality, and price.
🎬 Example: "Why pay extra for overpriced, complicated models? Our Ice Pod offers all the necessary features at a fraction of the cost. It's the practical choice for dedicated cold plunge enthusiasts"
What the heck is 'interview stacking'?
If you don't know Ryan Sorley, well you should.
He's the founder of DoubleCheck Research, and now our VP Win-Loss here at Klue. And he might know more about win-loss than maybe anybody in the world.
In his most recent post, he shared one of his techniques for solving the biggest pain win-loss program owners face:
Landing the interviews themselves.
The technique he uses is 'interview stacking' — integrate the interview request during the sales cycle 👇
Samsung turns to Twitter fingers
What happens when your biggest competitor makes a massive splash at WWDC releasing functionality that you already have?
You welcome them to the party on social media, of course.
New on the network
Andy, Oaks, and Tamara compete on the best product showcase — and they're pitting Canva, Hubspot, and Shopify against one another.
Becky Trevino joins the WNM gang to share how product marketers can become best friends with their product managers.
Coda's Head of Product Marketing, Beth McGrath, shares the three biggest metrics her team are responsible for and how they measure them.
Three things from Klue Quarterly
If you missed it, we ran our Klue Quarterly event on Thursday.
The brains of the operation (aka the product team) shared a look at what's new and what's cooking up next in Klue.
Plus, some of our in-house experts walked through 'how to' with Klue.
If you want the tl;dr on some of the things you missed, we recapped it all for you here.
New jobs in the community
A TON of new roles have been added to our jobs board! Here's just a few:
1. Competitive Value Consultant at Klue (!!!) here.
2. Market and Competitive Intelligence Sr. Manager at Waystar here.
P.S. This edition took me 3.5 hours to write. If it was worth your time, it'd mean the world if you shared with a product marketer in need 🙏
P.S.S. Wanna binge hours of on-demand content, connect with others, and learn from some of the best in the industry?
Join the 3,000+ other product marketers, compete pros, and GTM leaders in the Compete Network community.
Homepage messaging for early stage B2B startups | Elder Emo
3wThanks for including me in here!! 🙌🏻