Let me paint you a picture that might feel uncomfortably familiar. Your Monday starts with a product meeting. Feature updates. Competitor analysis. Roadmap reviews.

Your Tuesday? Sales calls focused on specs and capabilities. Wednesday brings engineering discussions about improvements and innovations. And somehow, it’s Friday, and you’re still discussing the product.

Welcome to Product Land. Population? Almost everyone.

I see you there. Every meeting ends with a feature comparison. Every pitch deck looks like a spec sheet. Every conversation circles back to what your product does better. You’re doing everything right, by conventional wisdom.

And that’s the trap.

Here’s a simple test. In your next meeting, count how many minutes you can go without mentioning your product. For most companies, it’s under 60 seconds. Some can’t even get through their company description without diving into features.

But here’s what’s maddening: your competitors with inferior products? They’re winning deals, charging higher prices, and growing faster. And you’re sitting there with your superior product, wondering what’s happening.

Try something different tomorrow. Instead of starting your team meeting with product updates, ask these three questions:

• What problem do we solve that nobody else is solving?
• What change do we create that nobody else creates?
• What future do we see that nobody else sees?

Watch what happens. Some people will get uncomfortable. Others will try to steer it back to features. That’s normal. You’re speaking a new language.

Tesla didn’t escape Product Land by making better cars. They escaped by owning sustainable transportation. Apple didn’t break free by making better phones. They broke free by owning user experience.

The exit door from Product Land isn’t hidden. It’s right there, clearly marked: ‘This way to owning concepts.’ The hard part isn’t finding it. It’s being willing to walk through it.

Yes, keep building great products. Keep innovating. Keep improving. Just stop leading with it. Stop living in it. Stop being trapped by it.

Because the longer you stay in Product Land, the harder it is to leave. And while you’re stuck there, someone else is out there owning the territory that could have been yours.

The good news? You can start the escape right now. In your next conversation about your company, try going three minutes without mentioning your product. Talk about transformation instead. Change instead. Future instead.

Product Land is comfortable. Familiar. Safe. But no one ever changed the world by being comfortable.

Time to pack your bags.