How do you talk around gaps that your competitors fill, but your solution doesn't?

This is a great question. When a solution doesn’t address the same need that competitors’ solutions do, I’ve found it most effective to anchor the messaging in the value ...

When a competitor offers something you dont, avoid the feature war and try to uplevel the conversation to what outcome theyre trying to achieve. Buyers dont choose a prod...

Maureen's point on anchoring in customer value and Madison's advice on shifting to outcomes are both solid. I'd add the practitioner layer: what you actually say in the r...