An Effective Unique Value Proposition Requires Sacrifice

It is tempting to generalize our offering

to be all things to all people.

After all, given enough time, money, and effort,

we can build almost anything these days.

Sometimes we spin with hypotheticals and

sometimes it’s just a simple rearranging of what we already have.

Both equally drive away, versus attract, customers.

Customers want specific versus general.

They want simple versus complex.

They want something for them versus everyone.

What’s especially counter-intuitive is that

even if your product is not currently targeted at a specific customer segment,

it doesn’t keep them from still asking if they too can use your product.

Clarity cuts through markets.

So even though you can spin your product in every possible direction,

when you market to everybody, you end up talking to no one.

You have to sacrifice and draw a line in the sand,

even if it ends up being the wrong line.

It is far better to have taken a wrong stand and course-corrected,

than fooling yourself into thinking you are connecting with everyone

by taking no stand.