When launching a product into a crowded market, how do you decide whether to position it as a category creator or a better alternative to existing solutions? What factors influence this strategic messaging choice?

Great question! My methodology involves assessing the opportunity and making a strategic decision about how to invest our resources. My model considers market readiness, competitive differentiation, and GTM efficiency.

I start with a SWOT analysis and talk with a handful of customers on our advisory board. This way I can understand the competitive landscape and our product differentiation while also getting insight from reall customers on market maturity and awareness – and value. If a product is truly differentiated AND customers are looking for it, I will always lean into a better alternative approach. This is a clearer path for sales and they can sell on concrete value comparison and focus on People/Process/Technology shifts vs category creation, which often mandates new budget allocation. If we are trying to hit an end-of-year goal, the Best Alternative is the quicker path.