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What's the strategy on launching products that are really just parity products?

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3 Answers
Product Launches
  1. Bhavika Thakkar
    Bhavika Thakkar

    Microsoft Sr. Director of Product Marketing & Growth- Copilot | Formerly Adobe, GoDaddy, Xero • 3mo

    Lead with customer stories and use cases rather than feature differentiation — even when you're behind the competition, you can win by showing how the product improves customers' lives. Apple is a great example: Apple didn't always have the best camera compared to Samsung, but camera was still their focus and differentiating value prop. They won the market by telling customer stories and highlighting special moments in the customer journey. Applying this to parity launches: - Put customer storie ...Read More

    529 Views
  2. Chandra Patel
    Chandra Patel

    Salesforce Senior Director of Product Marketing • 3mo

    Tier your launches — parity features are still launches and still valuable to customers. Think of launches as either building a more complete solution or driving innovation, and size your bill of materials accordingly. Key principles: - **Tier your launches**: Whether extra small or extra large, your bill of materials (BOM) should match the size. A launch is still a launch — it doesn't have to be big, shiny innovation. - **Two sides of a coin**: Launches either build a more complete solution/bet ...Read More

    542 Views
  3. Alex Rodrigues
    Alex Rodrigues

    Superhuman Head of Marketing & Growth | Formerly Google, Plaid, early Venmo • 3mo

    Find the small but real points of differentiation within the parity feature, and don't oversell it — communicate honestly about what was built and why it's great. Key strategies: 1. **Find differentiation within the parity**: For example, Superhuman launched Booking Pages — a feature Google, Outlook, and Calendly all have. But what made it magical was the end-to-end journey: inserting available times while drafting an email, which is Superhuman's core bread and butter. Lean into that unique expe ...Read More

    544 Views

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