Building and launching a product has never been easier. Sure there are still a lot of obstacles to overcome, but overall our capacity to create something has never been higher. And the barriers to entry never lower.
In some ways, that's a great thing. It means a more level playing field. It means more opportunities. It means more choice for buyers.
But in other ways it signals a shift in thinking around how to stand out. And it means that differentiating is more important than it's ever been before.
How so?
Well, categories are becoming increasingly more crowded. Especially in B2B. Pick a product category at random, do a little research, and you'll see that most categories have dozens, in some cases hundreds, of competitors.
Look a little closer and you'll notice something else...
All those competitors in a given category start to look the same. And not just on a surface level either. The products do the same thing, have the same features and capabilities. Their messaging makes the same claims using the same language. Their brands are virtually indistinguishable.
I call this Category Conformity.
And I believe it's a natural evolution of a category. Over time, as it becomes more crowded, the players in that category all revert to the mean. They all get pulled into the middle. Like a black hole of blandness that they can't escape from.
That's why standing out has never been so crucial. Because nowadays it's not just about growing a bit quicker, it's about ensuring survival.
So, how do you cut through in such a noisy, competitive category?
By being different.
By finding and developing a unique POV that sets you apart from the rest. That shows how you're the only obvious option for your target market.
That's how you Claim Your Category™. And it's what I'm here to help you do.
So, if you're ready to stand up, fight for your place, and claim your stake, then I'm here. And I can't wait to fight by your side.
Book in a chat and let's see how I can help you win.
Thanks for stopping by,
Joe - Founder of LEFTFIELD
