A brief story
This is the best argument for a UVP I've seen all year.
A founder came by the office this week in a panic. They'd invested weeks and funding building a proprietary piece of kit, and they'd just discovered a similar competitor. On the surface, there were a few real similarities, enough that it rattled them.
But we'd already done the positioning work, so instead of panicking with them, we just broke it down.
- The product had been built for creative agencies, not for the individual influencer.
- We are dealing with B2B, not B2C. That's a different buyer, a different arena, a different set of benefits, and a completely different reason to say yes.
- The founder’s product had a series of unique features, adding to their moat.
By the end of the coffee, the UVP did exactly what it's supposed to do: it told them, under pressure, what set them apart.
That's also why this matters more now than it ever has.
Anyone can spin up a feature in seconds. Nobody can spin up your strategy overnight. Where you compete and who you serve isn't something a competitor can copy over a weekend. That's the start of your moat.
And if you can't answer, in one sentence, who your product is for and what's (uniquely) in it for them, you don't have a UVP yet. You just have a description of a product, destined to crumble the moment someone takes a bite.
If you're building out your UVP, don’t know where to start, or need a second opinion, book an intro with Maxx.
Matt Wilson 
