ONE THING on Category of One

I’ve seen a lot of roadmaps where the reason for many items was given as “competitive necessity.” In other words, “me too” features.

I don’t deny that this is sometimes a reality. But think hard: Would you rather have a conversation with a prospect about whether your feature list is longer than the competition's or about the unique benefits the prospect will derive from your product? Which of those conversations would allow you to charge more?

Marketing guru Seth Godin says, “When you define the category, when the category is you and you alone, your marketing issues tend to disappear.” Hard to do, but better. Yes? Discuss.

I'm giving a workshop on "Objectives and Key Results (OKRs) for Product Teams" at Mind the Product San Francisco 7/15. Who’s coming? Say hello.

My friend Kristen Yerardi at WordStream in Boston is searching for a director of product management who can drive customer insight and inspiration in every aspect of product development. Interested? Ping me.