Two angles I’ve been thinking about related to this..
1 - What could we build that would surprise our customers and help them do 80% of a job that needs to be done. Think “wow, no way. You must be a mind reader”. This ties into your thinking around marketing the expertise
2 - How can we launch this not only to our customers but to the market and disrupt it? I want not only our customers to be wowed but the market to think I can’t believe their are doing that publicly (aka how do we shake up the enterprise traditional GTM)
Ooooh I really like those. For number 1 especially, that’s why people will stick (and expand) around after signing the first contract. They know that while they might find another tool similar in capability, that that mind reading and help you give them is uniquely something only you can give them
There is now and always has only been one moat - customers. Whomever knows and serves them best ALWAYS wins. This was in the Discipline of Market Leaders a few years back. The postulated that there are three core competencies of a business: Product Innovation, Operational Excellence, Customer Intimacy. You had to win at one and meet the market at least at the other two.
And it was wrong. You have to beat the market at Customer Intimacy and you do that by shaping Product Innovation and Operational Excellence around the customer through superior customer insights.
That's the moat. It's always been the moat. And always will be.
Two angles I’ve been thinking about related to this..
1 - What could we build that would surprise our customers and help them do 80% of a job that needs to be done. Think “wow, no way. You must be a mind reader”. This ties into your thinking around marketing the expertise
2 - How can we launch this not only to our customers but to the market and disrupt it? I want not only our customers to be wowed but the market to think I can’t believe their are doing that publicly (aka how do we shake up the enterprise traditional GTM)
Ooooh I really like those. For number 1 especially, that’s why people will stick (and expand) around after signing the first contract. They know that while they might find another tool similar in capability, that that mind reading and help you give them is uniquely something only you can give them
There is now and always has only been one moat - customers. Whomever knows and serves them best ALWAYS wins. This was in the Discipline of Market Leaders a few years back. The postulated that there are three core competencies of a business: Product Innovation, Operational Excellence, Customer Intimacy. You had to win at one and meet the market at least at the other two.
And it was wrong. You have to beat the market at Customer Intimacy and you do that by shaping Product Innovation and Operational Excellence around the customer through superior customer insights.
That's the moat. It's always been the moat. And always will be.