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, helping tech scaleups stand out and succeed.

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