🚀 GTM Club Newsletter #22: Claim Your Competitive Advantage
Building on the earlier positioning discussion, we now take the necessary steps to dominate your chosen market segment. This newsletter provides you with the tools to find and utilise your unique value and selling propositions.
Welcome to GTM Club Newsletter #22. Today we
- Discuss the components of competitive advantage
- Present an approach for sales-led companies to clarify their competitive advantage
- Highlight recent guest blogs about AI and human-collaboration, and why founders should conduct win/loss analyses themselves
The Components of Competitive Advantage
Most B2B tech companies lose deals not because their products are inferior, but because they cannot explain why they are better. The fix is not a new feature or a lower price. It is clarity: knowing exactly where you play, what you offer, why it is worth more, and why only you can deliver it.
Get these four components right, and you stop competing. You start winning.
Positioning Sets the Arena
Positioning is your strategic place in the market. It defines who you serve, what problem you solve, and what makes you different. Without it, you are a generic vendor competing on price. With it, you become the obvious choice for a specific buyer with a specific problem. The narrower your focus, the stronger your position.
Our previous newsletter did a deep dive into positioning last month, so today we can move to the next component.
Your Unique Value Proposition Defines the Outcome
Once you know where you play, you need to articulate what your customer actually gets. Your Unique Value Proposition (UVP) is the bridge between a customer's current pain and their desired future state. It is not a description of your product. It is a commitment to a result.
