Positioning with April Dunford How to Position Against a Competitor Who Lies
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Jan 30, 2025 The podcast dives into the challenge of competitors spreading false claims about their products. It reveals the myth that features can be easily copied, discussing the real constraints that make this difficult. Strategies for highlighting actual value over mere features are shared, along with tips on using data and proof points to expose dishonesty. Real-world examples illustrate how to turn competitor lies into opportunities for building trust and customer loyalty. It's an insightful take on navigating a tricky landscape of misleading competition.
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Myth of Easy Feature Copying
- Differentiated product features are harder to copy than some believe, despite online misconceptions.
- Architecture, resources, and existing product roadmaps create barriers to quick replication.
Competitor Deception
- Competitors often create the illusion of feature parity by exaggerating or falsely claiming capabilities.
- It's easier to claim a feature exists than to actually build it.
Platform vs. Suite
- A company struggled with a competitor falsely claiming to offer a "platform" solution.
- Focusing on the value of platform integration (shared data, real-time updates, end-to-end analytics) exposed the competitor's lie.
