Differentiate or Die: The Art of the Reframe
Today’s crowded, noisy B2B tech market means companies often get mired in the trenches of feature/function wars, discounting, shrinking margins, and low MRR. Those able to pull away from the pack – and command a price premium – have mastered what we call “The Art of the Reframe.” A powerful positioning strategy, an effective reframe radically shifts the focus from features/functions to “owning” a million-dollar buyer problem.
But how do you:
Know what makes for an effective reframe?
Change the buying criteria from “features” to “outcomes”?
Differentiate by upleveling to a million-dollar conversation?
Also available in this series, Symptoms you have a positioning problem, Positioning vs. Branding: Clearing up the confusion, B2B Positioning, CEO or CMO agenda?, Is your positioning winning or losing?, Stop the geek speak, Setting the foundation for successful positioning, B2B Positioning with and agency or in-house, When positioning expires, and The best product rarely wins.