From the course: Agile Rebranding

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Stand out in your category

Stand out in your category

From the course: Agile Rebranding

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Stand out in your category

- What stands out, depends on what's around you and what alternatives are. When we think of competitors, most of the time we think of direct competitors, but this is wrong. You're actually competing with alternatives, work-arounds, band-aid solutions, ignorance, or the status quo. You need to account for this broader definition of competitors, because all of these are things your customer might choose over you. Talking to customers is helpful because you're learning about their current habits and behaviors. What solutions were they using before they found you? What other options were they debating on when they picked you? One thing to keep in mind when talking to customers is to ask about their past or current behavior, not their future hypothetical behavior. You don't want to ask something like, would you buy this? One of my favorite quotes from Ogilvy says, "The problem with market research is that "people don't…

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