Do you have a real POV? Or just a product position?

Do you really have a POV?

Do you have a meaningful and thought provoking hypothesis for your buyer?

Or just an aspirational product positioning statement created by Marketing?

It’s more likely you have the latter. (And then you wonder why your messaging doesn’t connect with the buyer.)

It doesn’t resonate with buyers because it’s not real.

Having a true Point of View that resonates with the buyer, and is relevant to the decision they have to make, is not the same as marketing sleight of hand that attempts to establish some meaningful product differentiation in the minds of buyers.

Do you really have a unique and helpful perspective on the business your customer is in?

A true point of view that helps your buyers is one that causes them to think differently about the possibilities of what they can achieve by making a change in their business (as represented by using a product like yours.) And the transformative business impact the use of your product can produce.

It has to be real. Not fluff.

Not surprisingly, the best source for insights to build compelling POVs that resonate and are relevant to your buyers are your existing customers.

However, you’re not going to uncover them unless you ask the right questions.

The mundane ‘how do you like our stuff?’ and ‘what value have you found from using our stuff?’ questions won’t surface the insights you need. Most companies ask those in an attempt to validate their positioning.

Here’s what you want to find out.

The best insights (to help you develop a compelling POV) come from truly understanding the value your customers are receiving from a particular use case of your product that they didn’t anticipate when they purchased it.

My experience has been that virtually every customer will develop a use case for a product, one that is specific to their business, that they hadn’t even contemplated while they were evaluating and buying it.

It was only after they put the product to use and integrated it into their operations that someone spotted an opportunity to use it to solve an adjacent problem or address a new business opportunity.

It’s the unexpected and unique use cases of your product, and the unexpected value created, that will challenge and pique the interest of your buyers. And, create meaningful differentiation for you in the process.