Do You Have a Differentiated POV?

Here's the test that keeps CEOs up at night: put your website next to your competitor's, take both logos off, and see if anyone could tell the difference. If they can't, you don't have a differentiated point of view, and no amount of "faster, better, cheaper" will fix it.

This is question three of the go-to-market operating system, and it's the one most leaders think they've answered when they haven't. A real point of view is what let Salesforce build Dreamforce, HubSpot build Inbound, and Terminus create the ABM category. It's also why someone will pay far more for the same diamond at Tiffany's than at the shop down the street. Get this right and you can charge more, keep more loyal customers, and launch new things people actually want to buy.

⏱ TIMESTAMPS
(00:00) The one test to find out if you sound like everyone else
(00:23) Question 3: do you have a differentiated point of view?
(00:35) Why "faster, better, cheaper" isn't a point of view
(01:07) The website test: take off the logos
(01:47) How Salesforce built Dreamforce
(02:27) HubSpot's Inbound and the power of an owned event
(02:44) How Terminus created FlipMyFunnel and the ABM category
(03:33) The real questions: logo, newsletter, voice, pricing
(03:56) Why a POV lets you charge more
(04:11) The Tiffany's vs the shop down the street story
(04:49) What a differentiated POV unlocks
(04:57) Find out if you have one

Find all 8 GTM OS questions here: https://www.youtube.com/playlist?list=PLAFIwLvOQGkQ

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