Everyone says their product is 'innovative' and 'game-changing.' How do you craft authentic messaging that stands out in a sea of superlatives while still conveying your product's genuine value proposition?

The key to stand-out messaging is anchoring on customer value and showcasing how your solution solves your customer's problems. I think too often we focus on flash -- a pithy story – but what customers tend to respond best to is a compelling narrative that addresses their needs. What that translates into: 

• Speak your customer's language, not your industry jargon. When we interviewed our enterprise customers, they never once used the term "digital transformation" – they talked about "reducing report preparation time" and "getting answers faster." That specificity is powerful.

• Let data tell the story. Instead of claiming we're "best-in-class," we share that our customers see 40% faster time-to-insight and 3x higher team collaboration. These aren't just metrics – they're proof points of real business impact.

• Build credibility by highlighting customer voices and showcasing how they leveraged your solution to solve a problem. 

• Be transparently authentic about your journey. Go under the hood and showcase how your company uses your solution and what they have learned. Don’t sugar coat it if it took some calibration – that stuff is gold as it showcases an understanding of the fundamental challenges your customers often face.