Without differentiation, startups battle on the field of distribution. 

In a relatively new product category (product led sales), a handful of contenders have entered the space. I've pulled out the value props from each company's homepage and as you can see... they are all doing relatively similar things.

They're serving:

• similar personas...
• in similar companies
• with similar problems
• and solving them in similar ways
• leading to similar benefits

To win this head-to-head battle, you have three options:

1. create meaningful differentiation on the product side→ offer features & capabilities that your competitors don't have
2. create meaningful differentiation on the market side→ choose a specific untapped customer segment
3. distribute your product the farthest and fastest→ spend more money, find more partnerships, hire more people.