How to use positioning as a differentiator

😱 When competitors have the same features

Using Slack, Discord, and Microsoft Teams as examples.

They all basically have the SAME product.

A communication tool w/…

→ threads

→ reactions

→ channels

→ video chat

💪 Their power comes from their positioning.

🟡 WHO they target

🟣 HOW they message

Slack targets growing enterprises and startups messaging the best UX.

Discord targets younger creative groups and gamers messaging fun and ease of use.

Teams targets existing Office365 users messaging a more complete experience.

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You’ll notice that the incumbent, Microsoft, leverages their existing advantages:

→ existing products (platform)

→ large user base

Startups don’t have these advantages.

🔥 For startups, being very specific in WHO you target is the only path to carve out a unique spot in the market.