You know what’s fascinating? Watching brilliant founders make the same positioning mistake that’s been happening since\u2026 well, since the first entrepreneur tried to sell a wheel as “like legs, but rounder.”<\/p>\n\n\n\n
(Sorry, ancient wheel inventor. You could’ve owned “effortless movement” instead.)<\/p>\n\n\n\n
Here’s what usually happens in my conversations with founders:<\/p>\n\n\n\n
Them:<\/strong> “We’re crushing it! We just tell everyone we’re like [Big Competitor] but better!” You see, positioning isn’t just some marketing exercise. It’s the invisible foundation that determines how high your company can grow. And right now, you might be accidentally building that foundation in someone else’s backyard.<\/p>\n\n\n\n Let’s break this down\u2026<\/p>\n\n\n\n THE SEDUCTIVE TRAP I get it. It feels:<\/p>\n\n\n\n Clear But here’s the thing:<\/strong> You just traded your birthright for a bowl of positioning porridge.<\/p>\n\n\n\n (Yes, I just made a biblical reference about SaaS positioning. Stay with me.)<\/p>\n\n\n\n THE HISTORICAL PATTERN Early Cars:<\/strong> <\/em>“Horseless carriages” Early PCs:<\/em><\/strong> “Like typewriters but digital” Early Phones:<\/em><\/strong> “Like telegrams but voice” See the pattern? <\/p>\n\n\n\n When you define yourself by the old thing, you stay trapped in its shadow.<\/p>\n\n\n\n THE THREE LAYERS OF CONFUSION They confuse:<\/p>\n\n\n\n Positioning<\/strong> Communication<\/strong> Go-to-Market<\/strong> Saying “We’re like [Competitor] but better” isn’t positioning. It’s a lazy communication shortcut that kneecaps your actual position.<\/p>\n\n\n\n At best, it’s a value prop. <\/p>\n\n\n\n THE PSYCHOLOGICAL RABBIT HOLE Our brains are weird:<\/p>\n\n\n\n Anchoring Bias:<\/em><\/strong> First comparisons stick forever Mental Real Estate:<\/em><\/strong> Once someone owns space in the mind, it’s harder to evict than a tenant in San Francisco<\/p>\n\n\n\n Pattern Recognition: <\/em><\/strong>Humans love shortcuts THE REAL COST<\/strong> Long-term destruction:<\/p>\n\n\n\n It’s like renting an apartment and spending a fortune renovating it. Sure, it looks better, but you’re still paying rent to someone else.<\/p>\n\n\n\n THE UNLEARNING CHALLENGE Sounds ridiculous now, right?<\/p>\n\n\n\n That’s because Apple eventually owned “user-friendly computing.” But it took years\u2014and millions of dollars\u2014to shift that perception.<\/p>\n\n\n\n The human mind is like a whiteboard written in permanent marker. Good luck erasing those early impressions.<\/p>\n\n\n\n BUT WAIT\u2014IS \u201cLIKE X BUT BETTER\u201d EVER OKAY? You\u2019d be correct\u2014sometimes, it can help. <\/p>\n\n\n\n Here are the big exceptions:<\/p>\n\n\n\n Short-Term Clarity for Quick Adoption<\/strong><\/p>\n\n\n\n If you\u2019re racing against the clock (think limited runway or early funding goals), referencing a known competitor might get you quick wins or fast user onboarding. Sometimes, a market is so massive that simply being \u201ca bit better\u201d can yield a massive slice of the pie. Corporate buyers often demand direct competitor comparisons in their RFP processes. \u201cHow are you different from Oracle\/IBM?\u201d If your endgame is getting bought by the big incumbent, referencing them might actually help position you as the perfect bolt-on. If your product is radically new and prospects are clueless, a quick competitor mention can offer a mental foothold. Timing & Sequencing<\/strong><\/p>\n\n\n\n Some founders use competitor comparisons only in the earliest phase, then pivot to a bigger\/deeper and resonate vision once they have customers and revenue.<\/p>\n\n\n\n WHAT REAL POSITIONING LOOKS LIKE Instead of: \u201cAirbnb for boats\u201d Instead of: \u201cCheaper than AWS\u201d THE EXPERT PROBLEM But here’s the truth: Most have never actually built a category-leading company.<\/p>\n\n\n\n They’re teaching you to play checkers in a chess world.<\/p>\n\n\n\n THE WAY FORWARD Find Your Territory<\/strong><\/p>\n\n\n\n Not about competition<\/strong><\/p>\n\n\n\n And if you do use a competitor reference? Treat it like training wheels. Ditch them once you can ride on your own.<\/p>\n\n\n\n FINALLY. You did it to create something new. So why are you positioning yourself as a tenant?<\/p>\n\n\n\n Remember: Tesla didn’t position itself as \u201cbetter than Toyota.\u201d Red Bull didn’t say “better than coffee.” Netflix didn’t pitch “Blockbuster by mail.” THE IMMEDIATE NEXT STEP Time to grab a sledgehammer?<\/p>\n\n\n\n (And yes, I just got astronomical with the metaphors. Because, unlike your positioning, mine isn’t constrained by competitors.)<\/p>\n","protected":false},"excerpt":{"rendered":" You know what’s fascinating? Watching brilliant founders make the same positioning mistake that’s been happening since\u2026 well, since the first entrepreneur tried to sell a wheel as “like legs, but rounder.” (Sorry, ancient wheel inventor. You could’ve owned “effortless movement” instead.) Here’s what usually happens in my conversations with founders: Them: “We’re crushing it! 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Me:<\/strong> internal cringe
Also, me:<\/strong> “Let’s talk about why you just put a ceiling on your company’s future.”<\/em><\/p>\n\n\n\n
<\/strong>It’s so tempting, isn’t it? That quick explanation: “We’re like Salesforce but simpler” or “Think Airbnb for boats.”<\/p>\n\n\n\n
Clever
Quick
\u201cBold\u201d even<\/p>\n\n\n\n
<\/strong>This isn’t new. Look at how these played out:<\/p>\n\n\n\n
Could have owned:<\/em><\/strong> “Personal freedom”
Result:<\/em> <\/strong>Took decades to transcend the horse comparison<\/p>\n\n\n\n
Could have owned:<\/em><\/strong> “Personal empowerment”
Result: <\/em><\/strong>Most early computer companies died<\/p>\n\n\n\n
Could have owned:<\/em><\/strong> “Instant connection”
Result: <\/em><\/strong>Missed a bigger opportunity<\/p>\n\n\n\n
<\/strong>Here’s where most “experts” (and yes, those are skeptical quotation marks) get it wrong. <\/p>\n\n\n\n
What you own in the mind
Example: <\/em>Volvo owns safety itself<\/p>\n\n\n\n
How you explain that position
Example:<\/em> “Our cars protect families”<\/p>\n\n\n\n
How you sell it
Example: <\/em>Safety test demonstrations, dealer strategies<\/p>\n\n\n\n
<\/strong>Want to know why this matters so much? <\/p>\n\n\n\n
(Like that ex you keep comparing everyone to. Not healthy, is it?)<\/p>\n\n\n\n
(But sometimes shortcuts are actually longcuts in disguise.)<\/p>\n\n\n\n
Short-term \u201cbenefits\u201d:<\/p>\n\n\n\n\n
\n
<\/strong>Try telling Apple users today that early Macs were once positioned as “like DOS but with pictures.”<\/p>\n\n\n\n
<\/strong>You might be thinking: \u201cSurely there are cases where referencing a competitor actually helps, right?\u201d <\/p>\n\n\n\n
Example:<\/em> Lyft initially got traction with \u201cWe\u2019re like Uber, but friendlier.\u201d It helped people \u201cget it\u201d immediately. Over time, Lyft built its own identity, but that competitor anchor was a stepping stone.
\u201cBetter Enough\u201d in a Huge Market<\/strong><\/p>\n\n\n\n
Example:<\/em> Zoom didn\u2019t claim to be a revolutionary category at first; it was \u201cbetter, simpler video calls\u201d in a giant market. They eventually became the go-to solution, but the initial \u201cincremental improvement\u201d pitch worked just fine to acquire customers fast.
Enterprise & B2B Realities<\/strong> (delulu terms, I know)<\/em><\/p>\n\n\n\n
Example:<\/em> Okta explained itself early on as \u201ccloud-based identity, simpler than Oracle IAM.\u201d That reference gave enterprise buyers clarity and comfort.
Exit or Acquisition Strategy<\/strong><\/p>\n\n\n\n
Example:<\/em> A smaller SaaS tool branding itself as \u201cthe missing piece for Shopify\u201d could become a prime acquisition target.
Startup Brand Ambiguity<\/strong><\/p>\n\n\n\n
Example:<\/em> \u201cWe do what Zapier does, but for on-prem enterprise workflows\u201d can spark an immediate \u201cAh, got it!\u201d in a sales conversation.
<\/p>\n\n\n\n
Example:<\/em> HubSpot was initially described as \u201csimpler marketing automation\u201d versus Marketo and Eloqua. Later, it owned \u201cInbound Marketing\u201d as a broader category. They used the short-term comparison for traction, then upgraded their positioning.<\/p>\n\n\n\n
Crucial Point:<\/em> If you do lean on competitor references, have a clear plan\u2014and timeline\u2014for evolving beyond it. Otherwise, you risk shackling yourself to \u201cwe\u2019re simpler than X\u201d forever.<\/p>\n\n\n\n
<\/strong>Instead of: \u201cLike Salesforce but simpler\u201d
Own: \u201cCustomer Relationship Automation\u201d<\/p>\n\n\n\n
Own: \u201cWater freedom\u201d<\/p>\n\n\n\n
Own: \u201cDevelopment acceleration\u201d<\/p>\n\n\n\n
<\/strong>Why do “positioning experts” keep pushing the comparison approach?<\/p>\n\n\n\n\n
<\/strong>Want to do this right? Here’s your path:<\/p>\n\n\n\n\n
\n
\n
<\/strong>Look, you didn’t quit your job and risk everything just to be a cheaper knockoff of someone else.<\/p>\n\n\n\n
To shape the future.
To own your space.<\/p>\n\n\n\n
They owned \u201cthe future of transportation.\u201d<\/p>\n\n\n\n
They owned \u201chuman performance.\u201d<\/p>\n\n\n\n
They owned \u201cstreaming entertainment.\u201d<\/p>\n\n\n\n
<\/strong>Go look at your website’s homepage right now.
Count the competitor references.
Each one is a ceiling you built over your own head.<\/p>\n\n\n\n