The second you make the claim “we’re the best way to increase revenue”…you’re no longer competing with just your direct category.

You’re now competing with EVERYTHING a business leader could do to make more money.

• They could hire 10 more sales reps
• They could run another ad campaign
• They could raise prices
• They could expand into Europe
• They could acquire a competitor

(see image for a more complete list of things companies can do to increase revenue)

By introducing this abstract goal as the main use of your product, you’ve now created an impossible marketing problem...

💀💀💀 Trying to defend your software against all of these alternatives.

GOOD LUCK WITH THAT.

That’s why this positioning fails.

It dilutes your message.

It puts you in unwinnable comparisons.

It guarantees you sound like every other SaaS vendor slanging “solutions for whatever you need”

———

I’ll leave you with a final re-frame on this concept:

If you are having trouble standing out in your specific category, what makes you think you can stand out against every other alternative a B2B company might use to increase revenue?