What is your anchor?
What idea do you want your customers to use when they conceptualize your solution?
Most companies in #agtech today are focused on convincing customers that they are “the best.”
- “We’re faster than x.”
- “We’re cheaper than y.”
- “Our team is smarter, better funded, etc.”
The problem with this type of messaging is that it anchors you to the status quo.
And cements the leadership of industry incumbents.
The goal of marketing is not to find ways to position yourself against the competition.
The goal of marketing is to properly differentiate your company so that you have no competition.
Because “better” is negotiable, but different is not.
Don't ask, “how will I get people to buy my brand of x?”
Ask, “what could we be first in?”
Anchor your message to your definition of the problem, not the competition. Provide a new lens for your customers, not an incrementally “better” solution.
Make something different. Make people care. Make fans, not followers.