The Best Product

The best product in a competitive market doesn't automatically win.

Instead, the product your buyers perceive is the best will win.

That doesn't mean you shouldn't build an awesome product your buyers love.

👉 But that's not enough.

You also need to win the battle of your buyer's perception.

Questions to ponder:

•Is your product the best in class?

•Who does your buyer perceive is the best product in your market?

Frequently Asked Questions

Why doesn't the objectively best product automatically win in a competitive market?

Because buyers make decisions based on perception, not necessarily objective reality. A genuinely superior product can still lose if a competitor is more successfully perceived as the better option.

Does this mean building a great product doesn't matter?

No, building something buyers genuinely love still matters, it's a necessary foundation. The point is that building a great product alone isn't sufficient without also winning the battle for how it's perceived.

What does it actually mean to "win the battle of buyer's perception"?

Shaping how the product is understood and positioned in the buyer's mind, ensuring that perception aligns with, or even exceeds, the product's actual quality rather than leaving perception to chance.

Why can a product that's objectively worse still win in the market?

Because if that product is more effectively perceived as the best option, through positioning, messaging, or visibility, that perception can outweigh actual technical or feature-based superiority in the buyer's decision.

What are the practical questions worth reflecting on here?

Whether the product genuinely is best in class, and separately, who the buyer actually perceives as the best product in the market, two questions that might have very different answers.