Have you ever been frustrated by feature-matrices that showcase the maker’s brand with green ✅’s down the fist column of features and every other brand has mostly red ❌’s?
Even more confusing is when you go to the next brand’s website only to find a matrix using completely different language and - behold! - they have all the green check marks. People make their careers on this stuff — right up there with people who make a living switching brand logos every 18 months (about the average tenure of a CMO, by coincidence! 🤔).
This is mostly for two reasons:
They use different word salad to describe sub-categories within their overall solution category
The don’t frame the categories from the customers’ perspective - an outcome
Here’s an example of what I mean that I recently spotted on LinkedIn. Clearly, I’m not the only one who has com…
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