Unique > Similar

In a competitive B2B category, talking about the same ole features everyone has makes you:

Boring

Easy to ignore

Commoditized

Instead, focus on what makes your product unique. You'll be:

Interesting

Hard to ignore

Differentiated

Questions to ponder:

Are we competing on what makes us the same as, or different from our competitors?

What makes our product truly unique?

Do we articulate this different clearly?

Frequently Asked Questions

Why does talking about common features make a product boring?

Because if every competitor mentions the same features, that messaging blends into the noise of an already crowded category, offering nothing that actually distinguishes one option from another.

Why does emphasizing shared features make a product easy to ignore?

Because prospects have already heard the same claims from other competitors, meaning repeated feature messaging fails to capture attention or curiosity in a market saturated with similar claims.

How does focusing on common features lead to commoditization?

Because without any distinguishing message, buyers default to comparing on price, the natural outcome when every option in a category appears functionally interchangeable based on messaging alone.

What happens when a business focuses on what makes its product genuinely unique instead?

It becomes interesting, hard to ignore, and differentiated, standing out from an otherwise similar-sounding field of competitors all describing the same generic capabilities.

What are the practical questions worth asking to check on this?

Whether current messaging competes on sameness or difference, what genuinely makes the product unique, and whether that difference is being articulated clearly enough for buyers to actually notice it.