Why You Need a Competitive Mindshare Map The core of your product strategy lies in your product's positioning and unique value proposition (UVP). It should drive nearly all product decisions, including the roadmap, feature prioritization, marketing messages, and sales approaches. A sound unique value proposition depends on: Value . It should convey the value of your product. Value is rooted in the problems your product solves. Competitive landscape . It should differentiate your product from available alternatives. Perception . It should acknowledge perceived weaknesses of the product and perceived strengths of competing products. Surprisingly, most companies take the value of their products for granted and don't bother to explicitly formulate a unique value proposition. For others, determining a unique value proposition is haphazard, with little or no process guiding the decision. At best, they focus on the value and pay insufficient attention to perceptions a...
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