Ever heard the below?
"We educated the market, and they bought from our competitor.”
B2B SaaS Founder
Mind you, not every idea that sounds like a POV is good for your business!
If your POV makes your buyer buy from your competitor, then you might as well flush those mktg dollars into your office toilet...🤦♀️
A strong POV...is one that leads to you. You can recognize it by looking for three qualities:
- Distinct
- Essential
- Executable
1. Distinct
It is considerably contrarian in your category.
2. Essential
Your buyers care enough about it.
3. Executable
You can consistently deliver on the expectations it sets.
POV stress-test
Use this framework to evaluate your POV before you put marketing dollars behind it.
Takeaway
Moat-worthy positioning needs moat-worthy POV.
