--- title: "Winning on Relevance: Justin Robbins on Why Positioning Beats Features in SaaS" description: Competing on features is a losing strategy for SaaS companies. Win on relevance by addressing pain points, simplifying your story, and owning trade-offs. image: https://miro.medium.com/v2/resize:fit:700/1*ZCh7asGoNUd3tPsnB2uzVw.png --- [Skip to content](https://cariboustrategic.com/blog/winning-on-relevance-justin-robbins-on-why-positioning-beats-features-in-saas#main-content) [![Logo Google Caribou](https://cariboustrategic.com/hs-fs/hubfs/Logo%20Google%20Caribou.png?width=307&height=127&name=Logo%20Google%20Caribou.png)](https://cariboustrategic.com/) - [Boring to Bestseller Blog](https://cariboustrategic.com/blog) - [Resources](https://cariboustrategic.com/resources) Open main navigation Close main navigation - [Boring to Bestseller Blog](https://cariboustrategic.com/blog) - [Resources](https://cariboustrategic.com/resources) - [Book a Call](https://cariboustrategic.com/#call) [Book a Call](https://cariboustrategic.com/#call) April 03, 2025 # Winning on Relevance: Justin Robbins on Why Positioning Beats Features in SaaS ![Picture of Nitin Kartik](https://app.hubspot.com/settings/avatar/ea5ba87acbf0fc26154027b0aa5dff1f) [Nitin Kartik](https://cariboustrategic.com/blog/author/nitin-kartik) Share: [facebook-f icon](http://www.facebook.com/share.php?u=https://cariboustrategic.com/blog/winning-on-relevance-justin-robbins-on-why-positioning-beats-features-in-saas) [linkedin-in icon](http://www.linkedin.com/shareArticle?mini=true&url=https://cariboustrategic.com/blog/winning-on-relevance-justin-robbins-on-why-positioning-beats-features-in-saas) [Twitter icon](https://twitter.com/intent/tweet?url=https://cariboustrategic.com/blog/winning-on-relevance-justin-robbins-on-why-positioning-beats-features-in-saas) [pinterest-p icon](http://pinterest.com/pin/create/link/?url=https://cariboustrategic.com/blog/winning-on-relevance-justin-robbins-on-why-positioning-beats-features-in-saas) [envelope icon](mailto:?body=https://cariboustrategic.com/blog/winning-on-relevance-justin-robbins-on-why-positioning-beats-features-in-saas) In the crowded SaaS landscape, many tech scaleups fall into the same trap: competing on features. But as Justin Robbins, Founder of Metric Sherpa, shared on *Wisdom From Wizards*, that’s a losing game. Instead of trying to be the biggest or the best, companies should focus on becoming the **most obvious** choice for their ideal customers. # The Feature War is a Distraction SaaS leaders often believe that if they can prove their product is the most advanced, technically superior solution, they will win. But as Justin explains, that’s not what drives buying decisions. Business leaders don’t choose software based on who has the most bells and whistles — they choose based on what feels **most relevant** to their urgent problem at that moment. So how do you shift from competing on features to winning on relevance? Justin outlines three key principles: # 1️⃣ Nail the Pain Point Buyers don’t wake up thinking, *I need a better SaaS product.* They wake up thinking, *I need to solve this specific problem — now.* Your positioning should start with that pain. The clearer and more urgent the problem you solve, the more obvious your solution becomes. # 2️⃣ Simplify the Story Complex messaging kills deals. If your sales team can’t explain what makes you different in **30 seconds or less**, your positioning needs work. The best-positioned companies can articulate their value proposition in a single, simple statement that resonates instantly with their audience. # 3️⃣ Own the Trade-Offs No solution is perfect for everyone. Trying to appeal to everyone makes you blend in with the competition. Great positioning means confidently choosing **who you serve and who you don’t**. The best companies win by being the perfect fit for a well-defined audience rather than a “good enough” option for everyone. # The Takeaway: Stop Chasing Features, Start Winning on Relevance The most successful SaaS companies aren’t the ones with the longest feature lists. They’re the ones that make it **painfully obvious** why they are the right choice for a specific customer. Positioning isn’t about being the biggest or the best — it’s about becoming the **most relevant**. *Wisdom From Wizards* is brought to you by [**Caribou Strategic**](https://cariboustrategic.com/), helping tech scaleups stand out and succeed. 🎁 Want more insights like this? Get a **weekly recap of Wisdom From Wizards** and a **free eBook** of my Amazon bestseller, *Product Marketing Wisdom *[HERE](https://cariboustrategic.com/weekly-recap-of-wisdom-from-wizards-free-amazon-bestseller-ebook?utm_source=medium&utm_medium=organic&utm_campaign=wfwizards&utm_content=justin_robbins). ![](https://miro.medium.com/v2/resize:fit:700/1*ZCh7asGoNUd3tPsnB2uzVw.png) [Positioning](https://cariboustrategic.com/blog/tag/positioning) ## Related posts [![](https://miro.medium.com/v2/resize:fit:875/1*Xlr-k5ZjaLHHN0yfB5AcEw.png)](https://cariboustrategic.com/blog/from-losing-to-winning-transform-your-sales-pitch-for-better-results) [Sales Pitch](https://cariboustrategic.com/blog/tag/sales-pitch) ## [From Losing to Winning: Transform Your Sales Pitch for Better Results](https://cariboustrategic.com/blog/from-losing-to-winning-transform-your-sales-pitch-for-better-results) ![Picture of Nitin Kartik](https://app.hubspot.com/settings/avatar/ea5ba87acbf0fc26154027b0aa5dff1f) [Nitin Kartik](https://cariboustrategic.com/blog/author/nitin-kartik) February 08, 2025 Tech founders, if you’re losing deals to competitors, it’s time to take a hard look at your sales... [Read more](https://cariboustrategic.com/blog/from-losing-to-winning-transform-your-sales-pitch-for-better-results) [![](https://miro.medium.com/v2/resize:fit:875/1*MQLm4wG0jlrpfN5dlsOGTg.png)](https://cariboustrategic.com/blog/eric-sheinkop-ceo-of-the-desire-company-on-what-really-wins-marketing-or-product) [Growth](https://cariboustrategic.com/blog/tag/growth) ## [Eric Sheinkop, CEO of The Desire Company, on What Really Wins: Marketing or Product?](https://cariboustrategic.com/blog/eric-sheinkop-ceo-of-the-desire-company-on-what-really-wins-marketing-or-product) ![Picture of Nitin Kartik](https://app.hubspot.com/settings/avatar/ea5ba87acbf0fc26154027b0aa5dff1f) [Nitin Kartik](https://cariboustrategic.com/blog/author/nitin-kartik) June 20, 2025 In this edition of Wisdom From Wizards, I spoke with Eric Sheinkop, CEO at The Desire Company,... 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