Posts in Tag: relevant

How is this different?

When you’re building a new product, the question “How is it different?” is mostly pointless.

Because “different” can be hugely misleading as a metric.

Business developers love “different”. But the customers couldn’t care less. Customers care for specific.

In fact, many customers have no sympathy for “different”. They prefer “familiar”. Familiar is proven and safe.

Customers do care very much about whether your product solves their specific need.

Therefore, a better question to ask is: “What specific problem does this solve that isn’t solved properly, yet?”

(And, by the way, when you have an answer to that question, you’ll get the answer to “What’s different?” for free.)

Oh, you’re talking to me!

Good communication is easy to understand.
Great communication is relevant.

If I can’t see why that sophisticated solution you’re so eloquently explaining isn’t for me, I won’t care.

If I can’t see why the problem you’re so vividly outlining isn’t mine, I won’t care.

But if you make me see why that’s my problem and why that solution will make it go away, it’s a different game.

“Oh, you’re talking to me!”
That’s when I start paying attention.

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