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How do you standout from competitors in an established field when you're a new entrant?

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3 Answers
Messaging Strategy Messaging
  1. Jon Rooney
    Jon Rooney

    Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 3mo

    Specificity is your best weapon — clearly explain what your product does in plain language, and use a 'Guilfoyle test' to ensure your messaging isn't vague enterprise jargon. The way to stand out now is just specificity. What do you guys do again? Just really explain it — 'we're a thing that does this thing' — is now the best messaging. For technical products (developers, DevOps engineers, Linux sysadmins, data scientists), I use what I call the **Guilfoyle or Dinesh test** from the show Silicon ...Read More

    402 Views
  2. Claire Drumond
    Claire Drumond

    Atlassian VP of Product Marketing • 3mo

    Go back to basics: identify the truly unique problem you're solving, then use real customer language (not AI-generated copy) to express it in a way that genuinely resonates. We're all in a sea of AI messaging that pretty much sounds the same. If you drive down the 101 in San Francisco and watch the tech billboards, you can see it firsthand. But companies still have to differentiate — it's a live-or-die moment. The answer is to go back to basic principles: 1. **What is the really unique problem y ...Read More

    396 Views
  3. Emi Hofmeister
    Emi Hofmeister

    Zuora VP Product Marketing • 3mo

    Be bold and specific — go after a focused niche with highly personalized, authentic messaging, and build a loud chorus of customer advocates who speak on your behalf. There are a lot of factors at play. I really agree with Claire on understanding your differentiation and leaning into it — that's an absolute must. But beyond that: 1. **Be bold and be big** — If you have the authority and budget, creating buzz and awareness is critical, especially for a new product. Make sure people know who you a ...Read More

    388 Views

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