How to Leverage Use Case as a Differentiator
How to leverage Use Case as a differentiatorā¦
š¬ When competitors have the same technology.
UsingĀ Gong,Ā Fathom, andĀ DescriptĀ as examples.
They all have the same underlying technology ā Audio to Text Transcription.
What is the functional use case of this technology?
šļøš Turn audio into text and make it searchable.
At this generic use case level,
Google,Ā IBM, andĀ MicrosoftĀ are the big players.
š¤·āāļø So how should startups in this space positioning their product?
It can be tempting for startups to market this broad use case ā with the idea of appealing to a larger audience.
ā This is a mistake.
The markets are just too fragmented.
ā³ the actual business use cases are too diverse.
They'll never be able to compete with the product & GTM resources of these large companies.
The result of taking this broad approach?
š© A very mediocre product with a marketing strategy that is spread too thin.
ā³ They won't stand out in the market.
Instead, do what Gong, Fathom, and Descript didā¦
(see image)
š„ Focus on a single use case.
So instead of "turn audio to text"...
They all double-clicked into what happens AFTER your turn audio into text.
ā³ and focused on specific business use cases for a target segment.
Gong ā help sales teams get insights from meetings.
Fathom ā help Zoom users capture tasks from meetings.
Descript ā help creators edit their podcast.
š Specificity was the key to their differentiation.
Whenever a customer had that specific situation ā they were almost guaranteed to be on the short list.
____
So for founders worried about narrowing your focus, rememberā¦
š Big businesses can be built by focusing on a single use case.
FletchPMM
Best Practices
Get access to all of our Figma templates and LinkedIn posts in a Notion database organized by theme (go-to-market strategy, website messaging, etc.)
Ben Wilentz
Founder,Ā Stealth Startup