“Our product is so unique that it has no competition.”
May 20th, 2006Guy Kawasaki wrote this in his top 10 marketing mistakes and although there are a number of other good ones, this one I have heard in different disguises in the market place;
“Our product is so unique that it has no competition.” (Maura Welch). It has no competition for two possible reasons: (a) You’re clueless and don’t know how to use Google; (b) there’s no market for it so no one else is dumb enough to do the same thing.”
For some reason engineers are particularly prone to this bit of self delusion.
The issue about competition is that most people look for anyone that does the exact same thing. What you really want to look for is for anyone solving the same customer problem. Now if you can demonstrate that your solution to the problem is more marketable than theirs, it starts to become interesting.
