How to Make a Big Decision that Differentiates Your Product
Summary
In his popular TED talk on leadership, Simon Sinek explains how leaders inspire action by adding “why” to the mix, then creating messages that revolve around that question. Take our theoretical marketing software company as an example: Now that we’ve outlined a value proposition for your business, the next step is connected to your customer persona and your competitors. The outcome of a great vacuum cleaner is a clean room in which babies and toddlers can crawl and play the whole day without dealing with allergies or getting in touch with nasty germs—an eternal battle between good and evil that has characterized every memorable story since the dawn of time! Drift’s big decision was limiting its focus on enabling salespeople with a more human approach to a purely online sales process in a world of customer service chatbots. While Airbnb’s solution to the problem of finding an accommodation is a complete disruption in the ecosystem—a totally new business model that flourished at the right time as the sharing economy was becoming a thing—the company had no competitors it needed to differentiate from.
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